Place attachment, spirituality and residential water conservation behaviour in Australia’s Northern Territory: application of an extended protection motivation theory

Despite warnings of impending water scarcity concerns, most residents persistently engage in excessive water consumption behaviours, particularly in arid and semi-arid regions. This has spurred interest in understanding why water demand management strategies fail to foster voluntary residential conservation behaviours. Recent literature indicates a lack of consideration of cultural factors that may influence residential water conservation. Thus, this study draws on and extends the protection motivation theory with place attachment and spirituality to examine how cultural and psychological factors influence residential water conservation intention and behaviour. Analysing 346 survey responses, the study reveals that place attachment amplifies vulnerability and severity perceptions regarding water scarcity concerns and significantly drives perceptions of self and response efficacies for water conservation intention and behaviour. In particular, the study reveals that as a resident’s spirituality increases, the intention for water conservation behaviour reduces. The study highlights theoretical and practical implications for scholars and policymakers.