Catalysing sustainable development through water conservation: Insights from Malaysia

This study aims to investigate the attitudinal predictors (attitude, subjective norms, and perceived behavioural control) of consumers’ water conservation intentions. The average daily water usage among consumers in Malaysia is 201 litres higher than the recommended 165 litres by the United Nations. Furthermore, based on the National Water Resource Study (2000-2050), water consumption is expected to rise by 103% by 2050. The water issues require decisive action to ensure sufficient clean water resources for future generations. Thus, educating consumers regarding water saving is of paramount importance in ensuring sufficient water resources and achieving SDGs. Data were collected via 320 questionnaires, and Partial Least Squares (PLS) analysis was employed to test the hypotheses. The findings indicate a positively significant association between attitudinal predictors and Water Conservation Intention among Malaysian consumers. Interestingly, income level exhibits a clear negative and significant relationship with Water Conservation Intention. This implies that income level does not influence consumer’s attitudes. The findings in this paper contribute to the essential component of holistic and integrated governance frameworks aimed at achieving sustainable and inclusive development for water management in Malaysia. This study contributes to the scarce yet crucial body of evidence regarding water-conservation efforts to ensure sustainable water management practices.