An investigation of the different factors affecting the adoption of water filters in South Mediterranean countries : The case of Egypt

Purpose – Undoubtedly, saving the environment and avoiding environmental damage is one of the major challenges facing any government. The purpose of this paper is to add to the accumulative knowledge in the field through investigating the different factors affecting the adoption of newly developed water filters by Egyptian farmers to reduce the massive air pollution resulting from burning rice straw. Such investigation will help in achieving a deep and reflective understanding of current adoption practises by Egyptian farmers. Design/methodology/approach – To understand the different factors that might have an impact on the adoption of newly developed water filters by Egyptians, a survey research strategy as well as a focus groups mechanism were conducted employing triangulation methodology in which quantitative and qualitative data were collected based on a post-positives approach. This quantitative study was performed in five local councils in Al-Sharqiyah Governorate, one of the biggest governorates in rice production in Egypt, based on a questionnaire built on some parameters related to Egyptian farmers’ perceptions of clean water. Statistical analysis was performed using Statistical Package for the Social Sciences to analyse the collected data and evaluate the ability to promote the newly developed filters. Findings – The findings indicated that the adoption of water filters by Egyptian farmers is affected by two groups of factors, namely personal factors and water-related factors. With regard to this, it was found that age, cost, farmers’ attitudes towards using water filters, farmers’ trust in the water pipes systems, and the usefulness of the filters have a positive impact on water filters adoption by Egyptian farmers. The findings also indicate that water filters adoption by Egyptian farmers has a positive impact on a farmer’s intention to buy a water filter and their intention to share a water filter with others. Research limitations/implications – The paper will provide great benefits for entrepreneurs, policy makers, practitioners, and researchers though providing a clearer view and deep understanding for the issues related to different factors affecting the adoption of newly developed water filters by Egyptian farmers. Originality/value – This research adds to the relatively limited empirical research that has been conducted on water management in south Mediterranean counties. Moreover, the findings and results of this study will provide great assistance and benefit to business owners, practitioners and governmental agencies concerned with water management in south Mediterranean countries since it reveals a number of dynamics and potential scenarios that should be taken into consideration.