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Toward achieving persistent behavior change in household water conservation.

Vivek1, Deepak Malghan1, Kanchan Mukherjee2

  • 1Centre for Public Policy (CPP), Indian Institute of Management, Bangalore, KA 560076 India.

Proceedings of the National Academy of Sciences of the United States of America
|June 8, 2021
PubMed
Summary

A novel habit change intervention successfully reduced household water consumption by 15-25% in urban India. These water conservation behaviors persisted for over a year, even after pricing changes.

Keywords:
dual processgoal performanceobjective sustainability goalspersistent behavior changewater conservation

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Area of Science:

  • Environmental Science
  • Behavioral Economics
  • Sustainable Development

Background:

  • Household behavior modification is crucial for environmental conservation but achieving long-term persistence remains a challenge.
  • Behavioral interventions are increasingly explored as tools for promoting sustainable practices.

Purpose of the Study:

  • To implement and evaluate a habit change intervention for persistent household water conservation in urban India.
  • To assess the long-term effectiveness of behavioral interventions in reducing water consumption.

Main Methods:

  • A 5-week habit change intervention was applied to households in an affluent urban Indian community.
  • Household water consumption was monitored before, during, and after the intervention, including periods with and without marginal pricing.

Main Results:

  • The intervention led to a significant reduction in household water consumption, ranging from 15% to 25%.
  • The observed water conservation effects persisted for over a year post-intervention.
  • Introducing marginal pricing did not significantly bridge the treatment gap, indicating sustained behavioral change.

Conclusions:

  • Habit change interventions can effectively promote persistent water conservation behaviors in households.
  • Behavioral interventions show promise for long-term environmental impact, independent of economic incentives like pricing.