Tapping into values: exploration of water conservation intentions using the value-attitude-behaviour theory

Purpose This study aims to investigate the factors influencing water conservation behaviour (WCB) of the household consumers in India using the value-attitude-behaviour (VAB) framework. Design/methodology/approach The study is based on survey data collected from 493 household consumers in the water-stressed Delhi-NCR region of India. It used partial least square structural equation modelling techniques to assess the proposed research framework. Findings The findings reveal that attitudes towards water conservation exert the strongest positive influence on conservation intentions. Biospheric values significantly impact both anticipated guilt and conservation attitudes, while the sense of community is strongly associated with attitude. The study also identifies a significant influence of anticipated guilt on water conservation intentions. Research limitations/implications This study has significant implications, as it extends the existing literature by investigating the theoretical foundations of the drivers of WCB in a developing economy using VAB framework. Practical implications The study’s emphasis on values provides a foundation for designing targeted interventions focusing on reinforcing biospheric values and sense of community, as they have strong association with WCB. Originality/value This study highlights the role of values, which are relatively stable and long-lasting; hence, the use of VAB theory supports the development of long-term behaviour change in context of water conservation. Attitudes and behaviours that are grounded in strong, internalised values such as biospheric values and sense of community are more likely to be maintained over time, leading to sustained water conservation efforts.