- Title
- Development communication for water conservation in rural and peri-urban communities : a study of three district municipalities in Eastern Cape, South Africa
- Creator
- Onyenankeya, Kevin Uwaecheghi
- Subject
- Communication in rural development -- South Africa -- Eastern Cape Water conservation -- South Africa -- Eastern Cape
- Date Issued
- 2017
- Date
- 2017
- Type
- Thesis
- Type
- Doctoral
- Type
- PhD
- Identifier
- http://hdl.handle.net/10353/8397
- Identifier
- vital:32562
- Description
- South Africa continues to ramp up public campaigns to rein in escalating water demand amid dwindling and erratic supply. One of the objectives of the campaign is to reduce water demand in urban areas to 15 precent by 2030 through water conservation and water demand management strategies. While the water conservation drive continue to gain traction among commercial and urban water users, it does not appear to resonate with rural and peri-urban residents. Using the pragmatic convergent parallel mixed methods approach consisting of the quantitative and qualitative methods such as survey, focus groups, and indepth-interviews and observation, this study explored the water conservation attitudes, behaviour and intentions of rural and peri-urban respondents in four Eastern Cape communities in South Africa, and to determine if any factors influence their attitudes and behaviour. The study also attempted to determine whether a dialogic approach to communication about water conservation is likely to lead to positive change in attitude and behaviour. The questionnaires were distributed personally by researcher and trained assistants but respondents were left to complete the questionnaires at their convenience and in their own pace but within a negotiated period of five working days. The collected data were analysed using both parametric and non-parametric methods. The nonparametric methods used include thematic analysis. Transcripts of focus group and individual interviews were coded using Nvivo, while quantitative data was analysed in SPSS and presented in simple frequency and cross tabulation. Regression analysis was used to establish the influence of attitude, subjective norm and perceived behavioural control on water conservation intention. Results revealed respondents consider water conservation important and are favourably disposed to conserving water. Although peri-urban and rural residents considered water important and would want to make effort to conserve water in the future, not all considered water conservation an overarching social priority and, as a result, are generally passive or indifferent to water conservation. The indifference appears to be underpinned by residents’ beliefs about water. Further analysis showed that peri-urban residents have stronger positive attitude towards water conservation and greater intent and commitment towards water conservation than their rural counterpart. Attitude, subjective norm and behavioural control emerged as significant factors influencing water conservation intentions of respondents. The findings suggest that water curtailment behaviours were the prevalent water conservation activities rural and peri-urban residents engaged in, while water efficiency behaviours was very poor among the population. Factors such as cost, need, knowledge and locus of control had significant influence on residents’ water conservation behaviour and intentions, especially in purchasing or installing water efficient appliances. The study found no significant relationship between sociodemographic such as age, level of education and home tenure on resident’s water conservation behaviour or intentions. The findings indicate that many rural and peri-urban communities do not have adequate information on water conservation, what to do, how to do it and why it should be done and this affects their water conservation behaviour. It was also found that engaging residents through participatory dialogue is effective in raising awareness and stimulating interest in water saving activities. The study concludes that rural and peri-urban residents are yet to develop a social ethic of water conservation. The study highlights the need for concerted education and awareness campaign around water issues so as to build community knowledge and support for water conservation. But to encourage residents to make adjustment in deep-rooted “beliefs, habits, or practices” and change to a sustainable water use behaviour in the face of scarce water supplies and increasing demand, requires not just communication to inform and persuade, but also development communication to foster mutual understanding and collective action.
- Format
- 419 leaves
- Format
- Publisher
- University of Fort Hare
- Publisher
- Faculty of Social Sciences and Humanities
- Language
- English
- Rights
- University of Fort Hare
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UFH Department of Communication
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Thesis Final April 2017 Final.pdf | 2 MB | Adobe Acrobat PDF | View Details Download |