Investigating the effect of moral norm and self-identity on the intention toward water conservation among Iranian young adults

Abstract

This study aimed to investigate young adults’ intention regarding water conservation in Iran. To achieve this goal, we applied a modified theory of planned behavior, with moral norm and self-identity being two additional determinants of intention and behavior. A face-to-face survey (N = 428) was undertaken in two universities, in south-western Iran. The reliability and validity of the instruments were examined and approved. Data were analyzed using structural equation modeling. The key findings were that self-identity, moral norm, attitude, and perceived behavioral control were all significant in determining intention, while subjective norm was not a significant predictor of intention. The findings of this study provided preliminary support for the theory of planned behavior and an extended model being used as an effective framework for examining water conservation among Iranian citizens. In addition, we found that self-identity and moral norm can capture a significant proportion of the variation in intention regarding water conservation.