Encouraging water-saving behavior during a “Moment of Change”: the efficacy of implementation intentions on water conservation during the transition to university

Water saving behavior is of substantial importance in climate change mitigation and resilience, including reducing time spent in the shower. However, water use is, for many, a strong habit, and, as such, incorporating new water saving behaviors into one's domestic routines may be unsuccessful. In this study, we consider the extent to which a composite behavior change intervention (of water-saving information, implementation intention formation, and monitoring using a shower timer) is effective in reducing the domestic water consumption of new university students who have recently moved into university accommodation. We focus on aspects of the habit discontinuity hypothesis, namely that a natural moment of change facilitates behavior change by weaking existing habits. The intervention was found to be effective, increasing the frequency of self-reported water-saving behavior over behavior measured in a control group. However, shower times, and water usage (measured at the residential level), were not affected by the intervention, and strength of existing habits, readiness to change water behavior, and recency of starting university were each not significantly associated with the effectiveness of the intervention. However, all participants (irrespective of intervention) increased water-saving behavior and reduced shower time during the study, with residential water usage being less for residences with more participating students. Contrary to expectations, the timing of the intervention did not show a clear effect upon the efficacy of the intervention. We discuss these findings with respect to moments of change and habit discontinuity theory as well as implications for practical behavior change interventions.