An integrated logical-ethical behavioral model for the analysis of water conservation decisions

Water scarcity due to climate change and drought has made the protection of water resources a priority in many countries, especially those in arid and semi-arid regions. While existing research has often examined either rational-cognitive or moral-normative drivers of pro-environmental behavior, this study contributes to the literature by integrating the Theory of Planned Behavior (TPB) and the Norm Activation Model (NAM) into a comprehensive “logical-ethical” behavioral framework. This integration enables a more holistic understanding of farmers’ water conservation decisions by simultaneously accounting for cognitive, social, and moral dimensions. The empirical study was conducted in the Sistan Plain of Iran, an agriculturally important but water-stressed region. Data were collected through a structured questionnaire administered to 361 farmers selected via a multi-stage random sampling method. The data were analyzed using descriptive statistics and structural equation modeling (AMOS 24 ) to assess the causal relationships and test the proposed integrated model. The results demonstrated that the integrated logical-moral model was robust in predicting water conservation intention among farmers. The positive effect of moral norms on behavioral intention necessitates attention to the moral dimensions of water conservation decisions. Additionally, the effects of awareness of consequences, protective attitude, and past experience highlight the significance of logical and cognitive factors in shaping protective decisions. Based on the results, it is recommended, in the theoretical dimension, to apply integrated logical-moral models in protective behavior research. In the practical dimension, it is recommended to plan policy, educational, and executive interventions for the protection of water resources by relying on integrated approaches based on a combination of moral, cognitive, social, and normative measures that shape protection intentions and behaviors. • Developed an integrated TPB–NAM “logical-ethical” model to explain farmers' water conservation decisions in arid regions. • Moral norms emerged as the strongest predictor of farmers' intention to conserve water, surpassing control-related factors. • Effects of awareness of consequences, attitude, and past experience highlight the significance of cognitive factors. • Findings provide actionable guidance for policy, education, and intervention design to foster sustainable water use.