Mixed-method approach for sustainable water conservation efforts among Malaysian generation Y with social cognitive theory

One of the most important factors for raising living standards is the drivers supporting water conservation and water management. Individual’s attitude and emotional factors with social cognitive behavior will play an essential role. This empirical study utilizing mixed methods was carried out in Malaysia with the Y generation. The focus group consisted of 52 participants (18 men and 34 women). As for the quantitative study, 607 respondents from the Generation Y population were used with the convenience sampling method. The finding revealed that the outcome expectancy of Generation Y significantly improves water conservation with appropriate water management. Environmental factors, personal factors, and perceived self-efficacy all predicted the result expectancy, which is confirmed by identifications of reciprocal determinism.