Factors affecting the intention of rural households in Baghmalek County to protect water in the domestic sector

Explain the factors affecting the desire of rural households to protect water in the home sector

The information required for the research was collected by survey method and a questionnaire. The collected data were analyzed by SPSS and Amos software using structural equation modeling approach. The statistical population of this study consisted of rural households in four rural areas of Baghmalek city of Khuzestan province (N = 3005) that based on Krejcie and Morgan table, the sample size of 340 households was selected. Sample individuals were studied using stratified sampling method with proportional assignment. The results obtained from the model of structural equations of path analysis also showed that the structures of perceived reaction effectiveness, perceived self-efficacy, ethical norm, information and knowledge and habit have a positive, direct and significant effect on the behavioral desire of rural households to protect water. Finally, the developed theory of conservation motivation can predict 54% of the variable changes in the behavioral tendency of rural households towards water conservation. The results showed that the theory used was an efficient theory in this field. Therefore, water policymakers need to be aware that psychological factors are part of sustainable behavior. The use of incentives and restrictions can not help promote safe behavior in the environment unless people are psychologically prepared for a behavior.

Keywords: Water protection, Baghmalek County, Rural households, Intetion

Extended Abstract
Introduction
Water scarcity is one of the main factors threatening sustainable social and economic development today. One of the main causes of water scarcity is the increasing demand for water for domestic activities, especially in developing economies. Because people have become more aware of their environment and health. Therefore, the need to recognize the factors that increase households' desire for water protection is important and should be given special attention. Therefore, the purpose of this article is to explain the factors affecting the desire of rural households to protect water in the home sector.
Water scarcity is one of the main factors threatening sustainable social and economic development today. One of the main causes of water scarcity is the increasing demand for water for domestic activities, especially in developing economies. Because people have become more aware of their environment and health. Therefore, the need to recognize the factors that increase households' desire for water protection is important and should be given special attention. Therefore, the purpose of this article is to explain the factors affecting the desire of rural households to protect water in the home sector.
Water scarcity is one of the main factors threatening sustainable social and economic development today. One of the main causes of water scarcity is the increasing demand for water for domestic activities, especially in developing economies. Because people have become more aware of their environment and health. Therefore, the need to recognize the factors that increase households' desire for water protection is important and should be given special attention. Therefore, the purpose of this article is to explain the factors affecting the desire of rural households to protect water in the home sector.
Water scarcity is one of the main factors threatening sustainable social and economic development today. One of the main causes of water scarcity is the increasing demand for water for domestic activities, especially in developing economies. Because people have become more aware of their environment and health. Therefore, the need to recognize the factors that increase households' desire for water protection is important and should be given special attention. Therefore, the purpose of this article is to explain the factors affecting the desire of rural households to protect water in the home sector.

Methodology
The information required for the research was collected by survey method and a questionnaire. The collected data were analyzed by SPSS and Amos software using structural equation modeling approach. The statistical population of this study consisted of rural households in four rural areas of Baghmalek city of Khuzestan province (N = 3005) that based on Krejcie and Morgan table, the sample size of 340 households was selected. Sample individuals were studied using stratified sampling method with proportional assignment.
Results and Discussion
The results obtained from the model of structural equations of path analysis also showed that the structures of perceived reaction effectiveness, perceived self-efficacy, ethical norm, information and knowledge and habit have a positive, direct and significant effect on the behavioral desire of rural households to protect water. Finally, the developed theory of conservation motivation can predict 54% of the variable changes in the behavioral tendency of rural households towards water conservation.
Conclusion
The results showed that the theory used was an efficient theory in this field. Therefore, water policymakers need to be aware that psychological factors are part of sustainable behavior. The use of incentives and restrictions can not help promote safe behavior in the environment unless people are psychologically prepared for a behavior.