Determinants of household water consumption: a study on sociodemographical and psychological factors associated with intention to conserve water

South Africa is a water scarce country characterised by a rainfall below the global average and has for a long time ignored the importance of treating water as a scarce commodity. Therefore, the water scarcity challenge necessitates implementation of effective water demand management strategies to stimulate behaviour changes by South African water consumers (Coetzee, Nell, & Bezuidenhout, 2016). Due to the current (2017) severe drought experienced by the City of Cape Town Municipality of the Western Cape Province in South Africa, policy makers are forced to consider water demand management strategies that are centred on behaviour change in the efforts to curtail present urban water demand while also securing future water supplies. Studies have shown that residential users are the biggest consumers of water, particularly in the larger metropolitan areas. As a result, it is crucial for policy makers to conduct research and deepen their understanding of the social and behavioural aspects of household water use (Khalid, Ahmed, & Ashraf, 2016). The aim of the current study is to identify key determinants of household water use and the objective is to assist water authorities and policy makers to improve water demand management strategies through identification of those behavioural and psycho-social factors that could be targeted by water demand management campaigns. This study is framed by the Theory of the Planned Behaviour (TPB) model and is specifically looking at investigating the role of socio-demographic, psycho-social and attitudinal factors associated with household water demand. Self-reported data from an online survey was collected from 113 respondents residing within the boundaries of the City of Cape Town (CCT) municipality. Results revealed that household culture and past behaviour (habits) were significant predictors of every day intentions to save water around the house and garden while subjective norms were associated with intentions to install water efficient appliances. The emergence of household water culture as a significant determinant of household water use suggest that policy makers should focus on water demand management campaigns that consider household water use as a collective behaviour that is influenced by behaviour of others