Encouraging others to save water : using definitions of the self to elucidate a social behavior in Florida, USA

The purpose of this study was to determine how social norms and definitions of the self in terms of individualism-collectivism related to engagement in a public-sphere behavior, encouraging others to conserve water. To achieve this, we examined the public sphere behavior of encouraging others to conserve water through the lens of the Theory of Planned behavior. Data were collected from residents in Florida, USA. Cluster analysis was used to assign respondents to individual subgroups according to five variables: horizontal individualism index, vertical individualism index, horizontal collectivism index, vertical collectivism index, and behavioral intent. Then, group membership was used as the independent variable to compare subjective and descriptive norms, personal norms, attitude, perceived behavioral control, demographic characteristics, past and current behavior. Of the resulting two clusters, the Interdependent Conservation Advocates had greater identification with collectivism indices and had stronger intent to encourage others to conserve water, as compared to the Unconnected Bystanders. The former subgroup also reported significantly more positive subjective norms, descriptive norms, personal norms, attitudes, and perceived behavioral control. Perceived behavioral control marked the greatest practical difference between the groups. Interventions targeting this public sphere behavior should foster values of collectivism and increase perceived behavioral control by improving people's ability to encourage others to conserve water.