PUBLIC ATTITUDE AND BEHAVIOUR TOWARDS WATER CONSERVATION AND CONSUMPTION IN ISLAMABAD, PAKISTAN

Abstract

Many regions around the world are facing challenges to the supply of water and fulfill the needs of people. However, a key method of addressing water scarcity is water conservation. The success of conservation measures depends on public support and behaviour change. While it is known that the public is generally supportive of water conservation measures, little is known about the dependence of water conservation attitudes and behaviour on geographical location and the water situation at specific locations. Therefore, the aim of this study was to examine public attitude and behaviour towards water conservation and consumption in Islamabad, the capital city of Pakistan. Quantitative research approach was employed to conduct this study and structured questionnaire was used to collect data from 250 households located in Islamabad, the capital city of Pakistan. Attitude was studied through three variables, i.e., Personal Norms, Awareness of Consequences and Ascription of Responsibility while Behaviour itself was one variable which was also studied in the coronavirus pandemic situation. Results of this study show that people behave positively in accordance with their attitude. Nine out of ten people (90%) feel personal obligation to behave pro-environmentally. Nine out of ten people (89%) are aware of the consequences if they do not behave pro environmentally. Seven out of ten people (73%) ascribe themselves with the responsibility of a pro-environmental behaviour. In relation to their attitude, people showed 83% agreement of a positive environmental behaviour in general conditions and 69% agreement in coronavirus pandemic situation. These results generally mean that most people act according to their norms, awareness and sense of responsibility. Overall, the findings show that the relationship between public attitude and behaviour is positively correlated with small to medium level of strength. Moreover, it was also found that females, young population, low-income households and households with smaller number of persons conserve slightly water and energy as compared to males, old population, high income households and households with bigger number of persons, respectively. Findings based on data from this sample size only gives an insight for the population of Islamabad and may not be completely for the whole of Pakistan or the world. This study can prove useful for the government in solving the situation of water shortage at local level and at the same time it can also serve the purpose of spreading awareness that public behaviour can be changed by changing their attitude.