Intention to Conserve Water: Environmental Values, Reasoned Action, and Information Effects Across Time

ABSTRACT We model intention and behavior toward water conservation using the theory of reasoned action in a form that includes environmental values with information seeking, exposure, and attention to information about water conservation. Data were collected by phone surveys in 1998 and 2000 in Reno–Sparks, Nevada, with independent samples of 405 and 463 respondents and a panel subset of 249. Path analysis of the independent samples demonstrates a model with good fit in which associations strengthen slightly across time but mean values remain static. Panel data confirm this finding and also show that much of the effect attitudes and norms exert on intention and behavior is associated with information. While intention does not directly predict behavior in the model, intention does present an indirect effect on behavior through information. We suggest that information as used in this study covers intermediary behavior in which enduring value systems and past behavioral patterns are reinforced.