Document Type : Applied Article
Authors
1 Department of Management Sciences, Faculty of Economics, Management, and Accounting, Yazd University, Yazd, Iran
2 facuty member of university
Abstract
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 improve and save water consumption than in the past. In this study, the effect of factors affecting water consumption, including advertising, attitude, perceived behavioral control, intention to saving, moral obligation, and social pressure on saving behavior, was investigated. This research is applied in terms of purpose and descriptive-survey in terms of method. 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 saving, 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 saving.
Keywords
- Attitude
- intention to saving
- perceived behavioral control
- structural equation modeling
- social pressure
Main Subjects
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