Assessing the intention-behavior gap in the pro-environmental behavior context: a longitudinal study about water conservation

Using a two-phase longitudinal design, this study examines the gap between intention and behavior in pro-environmental actions, focusing on water conservation in Brazil. In Phase 1, a survey scrutinized individuals’ beliefs, attitudes, subjective norms, perceived behavioral control, and intentions regarding water-saving behaviors, alongside objective water consumption data. In Phase 2, an experiment tested how situational factors—direct impact, water rationing, and tariff increases—moderate the intentions over time. Results show that while attitudes, subjective norms, and perceived behavioral control significantly predict intentions, these intentions often fail to translate into action. The perceived direct impact of a potential water scarcity scenario strengthens the link between initial and subsequent intentions, while a tariff increase directly enhances water-saving intentions. The findings highlight contextual influences on behavioral change and suggest targeted interventions for sustainable water use. Future research should explore additional moderators and test interventions in diverse settings. • Attitudes and norms predict water-saving intentions, but intentions fail to convert into behaviors. • A six-month longitudinal study reveals the persistence of the intention-behavior gap. • Perceived direct impact moderates the behavioral intentions over time. • Tariff increases directly enhance water-saving intentions in the short term. • Findings inform interventions to bridge the gap and promote sustainable water use.