Investigating the Influencing Factors on Water Saving Behavior in Household Water Consumption in Yasouj City

Today, due to the reduction of groundwater and glacier resources, increasing temperatures, and lack of control over drinking water consumption, there is a greater need to modify consumption, and improve and save water consumption than in the past. In this study, the effects of factors influencing water consumption, including advertising, attitude, perceived behavioral control, intention to save, moral obligation, and social pressure, on saving behavior were investigated. This research is applied in terms of purpose and descriptive-survey in terms of method, Additionally, the study is cross-sectional in terms of the survey period. The data collected for this research are quantitative and were gathered through a structured questionnaire. The statistical population of this study was all heads of households in Yasuj city. The data were examined and statistically analyzed through structural equation modeling using SPSS and AMOS software. The results showed that attitude, perceived behavioral control, intention to save, and social pressure have a positive and significant effect on saving behavior, and also that attitude and perceived behavioral control indirectly affect saving behavior through the mediation of intention to save.