Effects of extreme drought and water scarcity on consumer behaviour: The impact of water consumption awareness and Consumers’ choices

Unsustainable changes to Earth’s ecosystems and human activities are intensifying global hydrographic pressure. This study explores the connection between extreme drought, water scarcity, and consumer behaviour, investigating the potential psychological impact of these two natural hazards on individuals’ consumption behaviour. Using an integrated model grounded in the theory of interpersonal behaviour, we surveyed through an online questionnaire 244 respondents in Portugal, a region regularly affected by extreme drought. The findings reveal that affect, perceived consequences, habits, and water scarcity positively influence the intention to engage in water-saving consumption behaviour. However, this intention does not translate into actual behaviour since no positive influence is verified. In contrast, both extreme drought and water scarcity have a positive impact on behaviour, reflecting the urgency to conserve and use water efficiently. These results have theoretical and practical implications for promoting water-saving actions.