The Understanding of Willingness to Pay for Clean Drinking Water Through Extended Version of The Theory of Planned Behaviour

Abstract

This study examines how extended version of Theory of Planned Behavior (TPB) affects households Willingness to pay (WTP) for getting access to clean drinking water. In order to validate how extended version of TPB and WTP are related, it also considers people's Environmental concerns (EC) as antecedent variables to core TPB factors. The Structural Equation Modeling (SEM) is employed to validate the hypotheses of the research after recruiting 401 participants. The result of current study showed that TPB factors play a significant role in effecting households’ intention to pay (IP), which subsequently influences their WTP. Additionally, the households’ environmental concerns, as antecedent variable play a significant effect on core TPB factors i.e. attitude (ATT), subjective norm (SN) and perceived behavior control (PBC). In turn, these core factors of TPB shape households' intention to pay, which subsequently influences their WTP for getting access to clean drinking water. It gives stakeholders a chance to observe how extended version of TPB and WTP interact with one another. To increase WTP for getting access to clean drinking water, raise awareness about environmental risks. Promoting the concern for environmental can improve attitudinal and behavioural aspect of an individual. These changes then result in enhancing intention to pay (IP). Aligning messages with people's environmental values helps build support for sustainable water access. The recent study also contributes to the literature in behavioural and attitudinal contexts by examining extended TPB constructs, and community responsibility in relation to getting access to clean drinking water services.