Predicting Intent to Conserve Freshwater Resources Using the Theory of Planned Behavior (TPB)

Freshwater resources are being rapidly depleted by unsustainable human activities in the United States (U.S.), causing concern for water security. If individuals were targeted with appropriate information, public engagement conservation may increase. Political affiliation and ideology play a role grouping based on their conservation, as environmental issues politically contentious U.S. The purpose of study was to determine if political affiliation, ideology, theory planned behavior variables related predicted intent engage conservation. Data collected from 1049 residents using non-probability opt-in sampling methods. Descriptive statistics multiple linear regression models used analyze data via Statistical Package Social Sciences (SPSS) 26. results model revealed that attitude, subjective norms, perceived behavioral control 27.5% variance respondents’ conservation; however, accounted mostly attributed variables. findings have implications communication, namely focusing increasing norms towards