Abstract
Water security is a critical challenge confronting South Africa and the world in the 21st
century. South Africa is a water scarce country and water security presents a profound
challenge to its social wellbeing and economic growth. Efforts to increase awareness of
water conservation are being implemented, however usage continues to be on the increase
amongst households. This study aimed at understanding the Gauteng residents’ intention
regarding water conservation. A survey (N = 347) was undertaken in various suburbs and
townships of Gauteng. Data were analysed using structural equation modelling. The key
findings were that moral identity to attitude, perceived behavioural control were all significant
in determining intention, while subjective norm was not a significant predictor of intention.
The findings of this study provided preliminary support for the theory of planned behaviour
and an extended model being used as an effective framework for examining water
conservation among Gauteng residents.