The Impact of Social Marketing Intervention on Reducing Water Consumption: an Extension to the theory of Planned Behavior

Abstract

Social marketing programs have been widely applied to influence behavior for individuals and society benefits. This study aims to examine if social marketing is an effective approach to induce behavior change in terms of water consumption, and how regulations may be aligned and integrated with campaign goals. We assessed the campaign's effectiveness using a cross-sectional survey. Data were collected from Jordanian aged 18 years and older, a questionnaire designed according to the theory of planned behavior TPB. Sample size (n = 2638). Results suggest that the campaign was effective in reducing water consumption, further, governmental rules and regulations impact individual intention and behavior to reduce water consumption. The TPB which forms the theoretical framework of this study show a fitting structure that permits the examination of the influence of this campaign. This study contributes to previous literature by reporting a focused and successful social marketing campaign as one of the first studies to examine changes to household water consumption within the context of social marketing in Jordan. Furthermore, this study sought to extend the TPB by adding a variable, namely: government regulations