Enhancing water conservation behavior: the role of knowledge, attitude and environmental concerns

Purpose Water resources are fundamental to achieving sustainable development. Households play a critical role in global water conservation efforts, directly supporting the attainment of several Sustainable Development Goals (SDGs). This study expands the knowledge–attitude–behavior (KAB) model to explore how knowledge about water conservation, environmental concern and concern about water scarcity influence residents’ attitudes and their water-saving behavior. Design/methodology/approach Data were collected through an interviewer-administered survey of 503 respondents in Vietnam and analyzed using covariance-based structural equation modeling. Findings The findings reveal that concern about water scarcity significantly shapes attitude and water conservation behavior, whereas general environmental concern has no significant effect. Additionally, knowledge about water conservation positively influences attitude, which drives water-saving behavior. Moreover, the research results provide evidence for the mediating effect of attitude toward water conservation on the relationships between knowledge about water conservation and water conservation behavior, as well as between concern about water scarcity and water conservation behavior. Originality/value These results enrich the literature on pro-environmental behavior and water conservation, particularly in emerging markets, and offer practical insights for policymakers, environmental organizations, and utility companies to design targeted communication strategies and campaigns to encourage water conservation.