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Volume

58

Issue

6

Abstract

The study presented here was used for evaluating how theory of planned behavior variables (attitude, perceived behavioral control, subjective norms) and perceptions of others' outdoor water conservation (descriptive norms) related to individuals' own conservation and intent to conserve. The theory of planned behavior predicted current and intended conservation similarly. Descriptive norms from close-peer and state referent groups improved predictions of current practices but not behavioral intentions. Descriptive norms may be more influential when Extension clients are establishing routines pertaining to outdoor water conservation (e.g., installing a new landscape). Extension professionals should strategically communicate a conservation norm at similar opportune times.

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