An exploratory path analysis of attitudes, behaviors and summer water consumption in the Portland Metropolitan Area

We examined the underlying attitudinal and behavioral factors of summer water consumption among Portland Metropolitan Area households by combining survey responses from households and corresponding empirical water consumption data. Path analysis shows that pro-conservation attitudes regarding water usage (even when controlling for property size and other demographic variables) were strong predictors of actual reductions in summer water consumption. Furthermore, these self-reported attitudes appear to directly impact specific water consumption behaviors identified in the survey, with potentially significant impact in two of three key areas of water conservation strategies: landscaping, adapting conservation technology, but not habitual use. We draw implications for focused educational programs promoting awareness of water conservation issues and monitoring their impacts and efficacy.