Factors influencing adoption of sustainable consumptive practices of domestic water in Beirut-Mount Lebanon region

Abstract

Purpose - Transition to a green economy in the Lebanese water sector requires a paradigm shift from the current embedded practices in the society. The aim of this thesis is to provide valuable information to policy makers on the Lebanese consumer's awareness, current practices and they key factors that affect their willingness to engage in water conserving actions. Design/methodology/approach - A survey was conducted to examine current water consumption practices, behaviors and key drivers of water conservation intentions of Beirut-Mount Lebanon residents. Findings - The findings showed that subjective norms and gender have no influence on water conservation behavior. Data analysis showed that increased affirmative moral norms along with economic incentives have a great significance on boosting sustainable consumptive behavior. Research limitations/implications - The study was performed using a snowball sampling technique to gather respondents who reside in Beirut-Mount Lebanon area which cannot be generalized to a large population. Practical implications - This study could be expanded by stakeholders to include a larger sample size covering all Lebanese regions. Moreover, exploration of actual adoption of water-related behaviors (rather than behavioral intentions) can be considered in future research to have a better understanding on the relationship between intentions and actual water conservation behavior. Originality/value - This research provides a better understanding of the factors that most influence Lebanese residents to use water sustainably. This knowledge can assist the government and policy-makers with critical instruments to tailor policies that best suits the community as a whole and to find ways to use the water more efficiently.