Unpacking the moderating role of age and gender in the belief–behaviour link: a study within the context of water resources pollution

In Ghana, water resources represent a symbol of cultural authority, spiritual strength and a major source of wealth and power. To preserve these resources, taboos and customary practices were instituted as precepts in precolonial Ghanaian societies to regulate access. However, recent studies claim that the proliferation of Western religions has significantly diminished the potency of these centuries-long belief systems, with a potential impact on the role of beliefs on behaviours. Applying conditional process modelling to survey data from four rural communities in Ghana, we explore whether some beliefs influence pro-environmental behaviours in relation to water resources pollution; and examine the potential factors that moderate this link. Results show that some belief factors predict pro-environmental behaviour. However, this link depends on gender and age. The present study thus advances our understanding of the complex ways in which beliefs interact with sociodemographic variables to influence the adoption of pro-environmental behaviours.