Determinants of Water Conservation Intention in Blagoevgrad, Bulgaria

Blagoevgrad, Bulgaria, has faced frequent water shortages during the past decade, but little effort has been made to encourage or implement water conservation among household water users. We employ the theory of planned behavior (TBP) as a theoretical framework in evaluating determinates of intention to implement a set of specific water conservation behaviors among Blagoevgrad residents. In addition to the TPB variables, we consider the effects of sociodemographics, environmental attitudes, information possession, and concern over future shortages on water conservation intention. The analysis is based on 728 questionnaires collected during the summer of 2003. The TPB variables all showed positive and significant correlation with water conservation intention. Self-perceived knowledge of climate change was also significantly related to intention. Environmental attitudes and concern over future shortages were significant but relatively weak determinants.