IDENTIFYING THE DRIVERS OF HOUSEHOLD WATER USAGE EFFICIENCY IN TERENGGANU: THEORY OF PLANNED BEHAVIOR (TPB) APPROACH

In the contemporary era, the issue of water scarcity has emerged as a critical concern on a global scale. Factors such as rapid population expansion, urbanization, and the uncertainties associated with climate change have exerted significant influence on water availability, particularly in the context of domestic consumption. Regions including Klang Valley, Selangor, Johor, Perlis, Melaka, and Negeri Sembilan are currently grappling with water shortages. Despite Malaysia's reputation for substantial rainfall, the nation is increasingly confronted with freshwater scarcity concerns. Consequently, the primary objectives encompass an examination of water consumption patterns and the identification of determinants driving water conservation within households. The study sample encompasses 271 households. Results indicate that both attitude and subjective norms are significantly correlated with water use efficiency, with corresponding p-values of 0.076 and 0.86, respectively. The insights gleaned from water usage patterns can serve as valuable tools for water operators in the management and educational efforts targeted at households, including campaigns promoting sustainable water usage and conservation practices.