Water Consumption Behavior in Segambut District, Kuala Lumpur: Role of General and Specific Environmental Beliefs

ABSTRACT This study explored the mediating role of specific environmental beliefs between general environmental beliefs and water consumption behavior in Segambut, Kuala Lumpur. Using 158 responses collected through nonprobability purposive sampling, PLS‐SEM was applied for data analysis. The findings show that ecological and utilitarian beliefs significantly influence water consumption, whereas the human exception paradigm and limits to growth affect both belief systems. Natural balance impacts utilitarian beliefs but not ecological ones. The study highlights the importance of raising awareness to reduce water consumption among heavy water users, suggesting that future conservation campaigns should focus on educating households about sustainable water use.