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

Yıl 2017, Cilt: 9 Sayı: 1, 57 - 72, 01.02.2017

Asphat Muposhi

Öz

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.

Anahtar Kelimeler

sustainable water consumption, norm-violating behaviour, grounded theory