Cultural dynamics and endogeneity in psychological drivers of adoption of community-based water purification technology in rural India

Understanding the behavioral drivers of technology adoption is critical to promoting public health in rural areas, particularly in the context of safe drinking water. This study investigates the psychological determinants of adopting a community-based water purification technology deployed in 300 rural communities. Using a two-stage regression framework, we correct for endogeneity in behavioral models, showing that adoption itself can reshape psychological drivers such as perceived benefits and descriptive norms. Cultural factors, measured through Hofstede's dimensions and World Values Survey constructs, serve as instrumental variables to address reverse causality. Our findings reveal that cultural factors such as generalized morality, belief in hard work, and collectivism indirectly shape adoption behavior by influencing psychological perceptions. These results offer methodological and practical contributions by demonstrating how culturally informed interventions, aligned with community values, can enhance the long-term adoption of water purification initiatives.