Factors that influence behavioral response (barriers and drivers) are important for household water-conservation practices. These factors either support or inhibit sustainable behavior. In this research, a latent profile analysis (LPA) was used within the capability-, opportunity-, and motivation-behavior (COM-B) framework to identify key barriers and drivers of household water-conservation behaviors. Participants (N = 510, mean age = 56.08 years, SD = 14.71) completed measures of psycho-social constructs related to barriers and drivers of water-conservation behavior. An LPA yielded a 3-profile statistical solution: capability (35.8%), opportunity (23.2%), and motivation (41.0%) conceptualizing levels of barriers and drivers of water-conservation behavior. Major identified barriers and drivers associated with these profile groupings were time constraints, acuity of water-efficient devices, lack of skills to adopt conservation practices, and availability of incentives/disincentives for water-saving devices. Validation analyses showed that the three COM-B groups diverged considerably based on socio-demographic status and actual water-conservation behavior. Results are pertinent to water authorities in identifying interventions to reduce barriers and promote drivers of positive household water-conservation behaviors by altering and directing appropriate COM-B dimensions to individual water consumers.

Understanding the psychological-social drivers of water-use behavior in households is essential for enhancing the effectiveness of water-conservation strategies and subsequent environmental benefits. This study used the Behaviour Change Wheel framework to review associations between capability, opportunity, and motivation (COM) dimensions and household water-use behaviors. A meta-analysis of 88 correlation coefficients from a combined sample of 15,656 participants showed positive relationships between water-use behavior and COM dimensions. These three dimensions were statistically significant in predicting household water-use behavior, with opportunity being the most moderate predictor of water-conservation behavior (r = 0.25, p < 0.001), followed by motivation (r = 0.24, p < 0.001) and then capability (r = 0.18, p < 0.001). Collectively, these dimensions explained 37% of the variance in household water-conservation behavior. Correlation coefficients also diverged as a function of COM dimension subtypes (psychological, physical, social, reflective, and automatic) and study location, study design, and the gender of participants. Overall, the results are consistent with the Behaviour Change Wheel assertion that the integrative components of behavior are important sources of psychological-social drivers of water-use behavior. COM dimensions are useful for the identification of behaviors that influence water-use and how these may diverge depending on the water-use character of the region and environment.

As water crises become severe, the desire to explore alternative strategies that focus on the demand-side of water-conservation increase. Changing behaviour through persuasion (message framing) can be an integral part of providing water demand solutions. In this study, we examined the effectiveness of messages related to household water use on water scarcity and intentions to act. We tested whether relationships between communication and water conservation were mediated via increasing capability, opportunity, and motivation behaviour (COM-B dimensions). We applied two message types related to concern about severe water scarcity and conservation strategies to the behaviour change conditions in two combinations: (1) severe water scarcity and water-saving tips/strategies, and (2) severe water scarcity and no water-saving tips/strategies. There was broad support for the hypothesis that COM-B dimensions would mediate the effect of message type on water scarcity concern and intentions to act in conservation activities. Households that received the message framed in terms of water-saving tips/strategies expressed greater water scarcity concern and higher intention to act than those that received the no water-saving tips/strategies message. Mediation analyses showed that the message framed in terms of specific water-saving tips/strategies was mediated by increasing households' capacity (self-efficacy), opportunity and/or motivation in water-conservation actions. Thus, specific water-conservation strategies made available to households have a stronger impact on water-conservation behaviour because these messages appeal to behavioural change conditions.