A Study of Water Conservation Behaviour of Corporate Employees in Accra (Ghana) Based on the Norm Activation Model

Abstract

In recent years, Ghana’s freshwater resources have come under intense pressure principally due to widespread activities of illegal small-scale miners leading to their contamination in the process. As the government strives to deal with these illegal activities, it is important that available water is conserved by all consumers to meet the growing water demand. Be that as it may, it is important to understand the behavioural construction of consumers’ inclination to conserve water, thereby enhancing their contribution towards responsible consumption and production (SDG 12). This study adopted the Norm Activation Model (NAM) as a foundational model to study Water Conservation Behaviours (WCBs) at workplaces in Accra, Ghana. This research aimed to examine how psychological factors (personal norms, awareness of consequences and benefits, and ascription of responsibility) and organisational water saving climate in- fluenced WCBs among Ghanaian corporate employees. In analysing survey data using partial least squares structural equation modelling (PLS-SEM), the findings revealed that while organisational water saving climate did not influence personal norm and WCB, personal norm influenced WCB. Awareness of consequences and benefits as well as ascription of responsibility influenced employee personal norm. Multigroup analysis also showed that there was no difference between WCBs of government and private sector employees. Also, age and monthly salary influenced WCB. This study contributes to the existing literature and provides practical steps for policy makers to promote water conservation in corporate institutions.

Keywords: employee, norm activation model, partial least squares structural equation modelling, pro-environmental behaviour, water conservation behaviour, workplace