Institutional Trust and Cognitive Motivation toward Water Conservation in the Face of an Environmental Disaster

The agricultural sector in general, and in Iran in particular, is a major consumer of water and now finds itself under significant pressure due to water deficiency. This study used the Protection Motivation Theory to detect reasons for the imprudent consumption of water in Iran and to further its conservation. The Theory was extended for particular application to a seriously affected water basin, the Urmia Lake Basin in Northwest Iran. The factors governing water-saving intention among farmers in the Basin were investigated. Three hundred farmers were selected through a multi-stage, clustered, random sampling method. The results of structural equation modeling illustrated that while the original model variables accounted for 58% of the variance in water-saving intention, this rate increased to 63% in the extended model when institutional trust was used as a variable. Whereas response efficacy showed itself to be the strongest determinant of water-saving intention, all factors except perceived severity were significant in both models. Furthermore, the results of a multi-group analysis revealed that the intention to adopt water conservation measures is commensurate with the distance from the water resource and proximity to the (drying) lake. The findings of the study are expected to provide important information for policymakers looking to tailor policies to work in extreme water deficiency cases like the Urmia Lake Basin.