ANTECEDENTS OF NORM-VIOLATING BEHAVIOUR IN SUSTAINABLE WATER CONSUMPTION: A GROUNDED THEORY APPROACH

Abstract

This study attempts to understand the antecedents of norm-violating behaviour in sustainable water consumption. The study was conducted in a water stressed municipality in South Africa. The study adopts a two staged approach that commences with grounded theory to understand why the norm of saving water is failing to embed among households. Data for the first stage was generated using observations and in-depth interviews. The sample was drawn from households who were observed violating water conservation by-laws. The first stage identified awareness of consequences, ascription of responsibility, concern for self-image, low self-efficacy perceptions and expectation of others’ cooperation as the main antecedents of norm-violating behaviour. The second stage generated cross sectional quantitative data to test the hypotheses that emanated from the first stage. Ascription of responsibility, expectation of others’ cooperation, low selfefficacy perceptions and concern for self-image were found to be the drivers of norm-violating behaviour in water use. The study offers valuable insights to policy makers who intend to promote sustainable water consumption.

Keywords

• sustainable water consumption, norm-violating behaviour, grounded theory