Abstract
Water scarcity issues around the world require a thorough understanding of the factors that influence water consumption and conservation behaviour to address the problems on the demand side. This study investigates the determinants of water conservation behaviour through a comprehensive empirical analysis and explores spatial heterogeneity in their coefficients at a regional unit scale with a specific focus on Italy. Ordinal logistic regression with sequential analysis provides that various socio-demographic, behavioural, and social factors including trust in public institutions have a significant impact on water conservation. Furthermore, the findings of the geographically weighted regression reveal statistically significant spatial variations in the relationship between water saving and its four factors including gender, household size, energy saving, and trust in public institutions. The study concludes that targeted interventions tailored to specific regions are essential for effective water-saving interventions which have important implications for policymakers in promoting this type of conservation behaviour.