Intention to pay_Addo-Yobo.pdf (250.93 kB)
Determinants of households' intention to pay for improved water services : an application of the theory of reasoned action
journal contribution
posted on 2008-11-04, 15:29 authored by Felix N. Addo-Yobo, Cyrus Njiru, M. Sohail (Khan)Providing a sustainable and improved water service to the increasing urban population
across the developing world remains one of the biggest challenges towards meeting the
water target set out in the millennium development goals. Increasingly, the application of
marketing principles to water services is being promoted as an essential requirement for
providing a sustainable water service. Within the sector, marketing improved water is
commonly geared towards the health benefits. However, a recent study raises doubts about
the effectiveness of this approach. In this study, the theory of reasoned action was
employed in examining the factors that underpin the behaviour of the urban poor towards
paying for improved water services. The findings show that both perceived social pressure
and household’s attitude have similar importance in predicting and explaining households’
intention to pay for improved water services. Concern for a more comfortable life was the
most important predictor of households’ attitude, while ‘the family’ was the most
important referent group. The study showed that there is scope for marketing improved
water services using a social marketing approach. However, focusing on hygiene-related
benefits is unlikely to have a significant influence on the urban poor’s intention to pay for
improved water services.
History
School
- Architecture, Building and Civil Engineering
Research Unit
- Water, Engineering and Development Centre (WEDC)
Citation
ADDO-YOBO, F.N., NJIRU, C. and SOHAIL, M., 2006. Determinants of households' intention to pay for improved water services : an application of the theory of reasoned action. Journal of Water Supply : Research and Technology - AQUA, 55 (6), pp. 419-425 [doi:10.2166/aqua.2006.066]Publisher
© IWA PublishingPublication date
2006Notes
This article was published in the Journal of Water Supply : Research and Technology - Aqua [© IWA Publishing] and the definitive version is available at: http://www.iwaponline.com/jws/ISSN
0003-7214Language
- en
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