Water scarcity in the United States needs to be addressed with demand- and supply-side initiatives. Yet, water is often provided for a low cost to households in residential areas that have the potential to reduce water consumption. The theory of planned behavior (TpB) is a social science theory used to understand why volitional conservation behaviors, including water conservation, are performed by consumers. Additional predictors are included in TpB in water literature, and motivations for behavioral actions may help further explain residential water conservation behavior. This study sought to determine whether TpB and motivation predicted residential water conservation behavior. Data were collected with an online survey (n = 907) in September 2022 from residents of Florida, Georgia, and Alabama using non-probability opt-in quota sampling. The data were analyzed in R using the lavaan package. The results indicate that there was a significant direct effect of attitude and subjective norms on intention. There was a significant direct effect of intention on behavior. There was a significant negative direct effect of extrinsic motivation on behavior. Mediation was present in the model with intrinsic motivation. Perhaps the respondents had not thought about rewards or punishments in the context of water conservation because of the availability of water at a low cost and therefore were not extrinsically motivated to conserve water.

In many parts of the world, water scarcity is increasing due to climate change and the deterioration of the quantity and quality of water sources. In the southeastern U.S., water conservation is of particular concern because of the decades-long water war between the states of Florida, Georgia, and Alabama over two shared river basins. Individuals can only do so much to conserve water in their home, but different forms of donations can contribute to larger efforts resulting in greater environmental impact. Using a conceptual framework connecting self-identity to water conservation contribution engagement, the purpose of this study was to determine if personal water conservation behavioral intent impacted contributions to organizations supporting water conservation so effective communication strategies can be developed. Previous studies connected self-identity and intention to engage in pro-environmental behaviors, but there is a lack of research on the connection to water conservation donation behavior. Respondents were recruited to take an online survey using non-probability opt-in sampling. Self-reported intent to engage in water conservation behaviors, current contribution behaviors (if they donate to an organization that protects water, are a member of a water conservation organization, own a specialty license plate that supports water conservation, and volunteer for water conservation events), and total family income in the past year were obtained. Data were analyzed using point-biserial correlations and binary logistic regressions. The results indicated personal water conservation behavioral intent was positively correlated to water conservation contribution behaviors. Personal water conservation behavioral intent and income level were significant predictors of contribution behaviors. Environmental communicators and educators should encourage those who identify as conservationists to increase their self-identity through contributing to organizations. Future research should be conducted to determine if actual versus perceived discretionary income and/or time is a predictor of contributions.

Food system communicators are challenged to inform the public about food consumption in a way that addresses consumer interests and values. Consumers are increasingly concerned about the environmental risks of food production and may be seeking local food as a more sustainable option than conventional food. Online food purchasing is expanding the options and information available to consumers. Identifying the value of environmental impact measures accompanying local food online provides insight into food marketing strategies for different audiences. The purpose of this research was to predict the importance of environmental impact measures for individuals purchasing local food online given their information seeking, subjective norms, and perceived connection between local food and climate change mitigation. Data were collected using a web-based survey of 906 respondents from Florida, Georgia, and Alabama. Findings revealed respondents tend to think local food contributes to climate change mitigation, and environmental impact measures should account for their information seeking, subjective norms, and perceived connection between local food and climate change mitigation. Transparency about local food environmental impacts may inform consumer decision making about food consumption. This study adds to the literature on perceived risk related to agri-food systems and calls for an exploration of information seeking with online grocery purchasing.

Urgent action is needed to educate the public and encourage water conservation behaviors amidst the global threat of water scarcity impacting billions by 2050. Crafting tailored educational programs about water conservation is crucial for incentivizing behavior change and achieving the Sustainable Development Goals. Intrinsic motivation, which is shaped by personal interests and values, plays a fundamental role in understanding individual behavior in various contexts, and therefore may aid in our understanding of water conservation behaviors. Despite the widespread application of the intrinsic motivation inventory (IMI) to measure intrinsic motivation, its adaptation and utilization in water conservation education remains largely unexplored, prompting this study to establish a relevant scale for intrinsic motivation in the context of water conservation education. Data were collected from 907 respondents in Florida, Georgia, and Alabama and subsequently analyzed using an exploratory factor analysis and confirmatory factor analysis to establish and confirm factor structures related to intrinsic motivation, perceived competence, perceived choice, and relatedness in water conservation. The study findings established the Water Conservation IMI as a reliable tool for measuring intrinsic motivation in water conservation education. Further validation of measures for extrinsic motivation in environmental literature are needed to enhance comprehensive education strategies for sustainability.

This study investigated Generation Z's (Gen Z) voting intentions regarding CRISPR-related regulation, utilizing the theory of planned behavior as the framework. Understanding the perceptions of CRISPR technology in this demographic is vital as Gen Z increasingly influences consumer behavior and policy decisions. A survey was conducted with first-year Gen Z college students, gathering data on attitudes, subjective norms, perceived behavioral control, and voting intentions after exposure to an infographic displaying CRISPR-related information. Results indicated a moderately positive attitude toward CRISPR technology, with participants expressing minimal social pressure from peers but a strong sense of control over their voting decisions. These findings underscore the importance of effective communication strategies tailored to Gen Z, highlighting the need for transparency and proactive engagement to foster acceptance of CRISPR innovations in agriculture. As CRISPR technology continues to evolve, agricultural communicators and policymakers must consider these insights to navigate the regulatory landscape and promote informed public discourse.

The use of plastics is ingrained in modern lifestyles, yet plastic waste contaminates ecosystems and harms human health. Single-use bottled water is a substantial contributor to global plastic use despite many sustainable alternatives. The purpose of this study was to examine if knowledge, cognitive beliefs, affective beliefs, attitudes, and perceived access to clean water affected consumers’ intention to purchase single-use bottled water. Data were collected from Florida, Georgia, and Alabama residents using non-probability opt-in sampling. A hypothesized model was analyzed using confirmatory factor analysis and structural modeling in MPlus. Knowledge, cognitive beliefs, and affective beliefs accounted for 34.5% of the variance in attitudes. Additionally, these three constructs, along with the perceived access to clean water and attitudes, accounted for 31.9% of the variance in the intention to purchase single-use bottled water. All direct and indirect paths in the model were significant, indicating that communication targeting knowledge, cognitive beliefs, affective beliefs, attitudes, and the perceived access to clean water may shift the public sentiment. Key findings revealed that increasing consumers’ knowledge and decreasing beliefs about single-use bottled water decreased purchase intentions. The study results highlight the need for communication strategies that challenge emotional attachments and the perceived knowledge of single-use bottled water while emphasizing credible knowledge about the associated environmental and health impacts. Environmental communicators should explore generational differences related to affective beliefs regarding single-use bottled water to target messaging based on aesthetics.