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Water utility communication effectiveness: Regional behavioral response patterns in conservation messaging.

Kyudong Kim1, Mir Rabby2, Matthew S McGlone2

  • 1The University of Texas at Tyler, Department of Civil and Construction Engineering and Management, USA.

Journal of Environmental Management
|February 10, 2026
PubMed
Summary

Trait reactance influences water conservation attitudes through freedom threat and social norms, with effects varying by region. Tailored messaging considering local context and exposure history is crucial for effective environmental communication.

Keywords:
Environmental communicationHabituationPsychological reactance theoryStructural equation modelingTrait reactanceWater conservation

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Area of Science:

  • Environmental Psychology
  • Communication Studies
  • Behavioral Science

Background:

  • Psychological reactance is under-researched in environmental communication, particularly trait reactance.
  • Existing studies often overlook regional variations in reactance effects on conservation messaging.

Purpose of the Study:

  • Investigate how trait reactance impacts water conservation attitudes and intentions.
  • Examine if these psychological pathways differ across geographic regions in Texas.

Main Methods:

  • Covariance-based structural equation modeling (CB-SEM) on survey data from 1244 Texas residents.
  • Comparison of responses between Houston and Dallas-Fort Worth metroplex residents.
  • Analysis of mediating roles of freedom threat and descriptive norms.

Main Results:

  • Trait reactance indirectly influences attitudes via freedom threat and descriptive norms.
  • Regional differences observed: freedom threat more impactful in Houston, descriptive norms in Dallas.
  • Dallas residents showed habituation to cold-weather advisories, reducing freedom threat sensitivity.

Conclusions:

  • Freedom threat is not a universal mediator of trait reactance effects in environmental messaging.
  • Local exposure histories and communication environments act as boundary conditions for reactance theory.
  • Geographically tailored water conservation messaging, considering autonomy support and community norms, is recommended.