Investigating the impact of media campaigns on increasing Tehran's water reserves through consumption management and modifying household patterns

The water crisis in Tehran, caused by the reduction of resources and incorrect consumption patterns, requires effective non-structural solutions. This study aimed to investigate the effect of media campaigns on modifying the household water consumption pattern and increasing the sense of social responsibility of citizens. The data collection tool included a questionnaire based on ۱۷ factors affecting consumption behavior, which was administered to ۱۰ Tehran citizens. The data were analyzed using SPSS software and a one-sample t-test. The results showed that all factors, including message clarity, visual appeal, message repetition, the role of family and household, trust in the media, and a sense of social responsibility, have a positive and significant effect on water consumption behavior. The greatest effect was related to strengthening citizens' sense of social responsibility, which indicates the key role of the media in changing collective attitudes and behavior. The findings emphasize that media campaigns, by designing attractive, repetitive messages based on educational and cultural principles, can act as effective non-structural tools in managing the water crisis and promoting optimal consumption. This study provides a practical framework for policymakers and environmental campaign designers and highlights the importance of the media in promoting a culture of sustainable consumption.

کلیدواژه ها:

Customer Experience ، Repeat Purchase ، Online Retail ، Customer Loyalty ، Pipes and Fittings