Adoption of Rainwater Harvesting: a Dual-factor Approach by Integrating Theory of Planned Behaviour and Norm Activation Model

The objective of the study is to identify the factors that lead to the adoption of rainwater harvesting in enabling sustainable ground water. The Theory of Planned Behavior and Norm Activation Model has been adopted. The sample consists of 400 participants who were either constructing and likely to construct houses have been considered for the study. Structural Equation Modelling was used to analyze the data. The study results exhibited the adoption of rainwater harvesting, and the moderation effect of intention to acquire rainwater harvesting knowledge on the relationship between environmental concern; environmental responsibility and rainwater harvesting. Based on the results, significant theoretical and practical implications have been made.