Enhancing household water use market segmentation: the SHIFT framework in action

Purpose This study aims to explore the application of the SHIFT framework, a behavioral model for promoting sustainable actions, to segment the household water use market. Identifying differences in psychographic factors aims to inform social marketing interventions for improved water conservation. Design/methodology/approach Using prior studies, the authors developed a survey instrument for social influence, habit formation, individual self, feeling and cognition and tangibility (SHIFT) components. A panel of 14 experts validated the survey using the content validity index, followed by pilot testing with 135 respondents. About 1,019 Tehran residents filled out the final survey of which 924 were acceptable. The authors used two-step cluster analysis to segment participants based on demographic, geographic, psychographic and behavioral variables. Findings Two segments emerged: eco-conscious consumers, who are aware of water scarcity, view conservation as a moral responsibility and express frustration at waste, and eco-oblivious consumers, who show less awareness, prioritize personal hygiene and perceive conservation as less urgent. While the first segment includes younger individuals and more men, psychographic factors, like individual self-concept, were more influential than demographic variables in distinguishing between segments. Research limitations/implications This study is geographically focused on Tehran and reliance on self-reported data warrants further observational research. Practical implications Strategies for eco-conscious consumers should focus on reinforcing existing pro-environmental attitudes through community-based social marketing campaigns that highlight moral responsibility. Interventions can leverage public recognition, social influence and identity-based appeals to empower these individuals as water conservation advocates within their social networks. For eco-oblivious consumers, efforts should prioritize increasing awareness and personal relevance of water scarcity through emotionally resonant messaging, vivid tangible cues (e.g. visual representations of drought impacts) and habit-building nudges (e.g. reminders, commitment devices). Practical tools like gamified feedback on water usage and infrastructure improvements (e.g. water-saving fixtures) can help shift everyday routines toward conservation. Originality/value To the best of the authors’ knowledge, this research is the first to apply the SHIFT framework to segment the potable water market, emphasizing the role of theory-driven segmentation in addressing sustainability challenges.