Consumer Behavior Under Water Scarcity Conditions: How Perceived Mutability Influences Pro-Environmental Behavior

Abstract

Water scarcity has become a major concern in a growing number of European countries. Comprehending the drivers of water conservation behavior is thus crucial to alleviate the pressure of increasing water shortages. Yet little is known about people’s behavioral responses to water scarcity. Therefore, by combining the self-regulatory model of resource scarcity and life history theory, this research proposes that individuals’ engagement in pro-environmental behavior depends on whether water is perceived as mutable or not. Findings from an online questionnaire highlight that perceptions of mutability positively influence one’s feelings of control over their water consumption, which is in turn associated with an increased commitment to behave in a climate-friendly way. The current experimental study further shows the circumstances under which people’s average expenditure on water affects their perceived control, and the financial advantages of adopting sustainable habits. These results point to the key role of high mutability and increased sense of personal control in fostering pro-environmental behavior under water scarcity conditions.