Designing a Demarketing-Based Learning Model for Sustainable Development of Water Resources

Education and learning, as one of the fundamental pillars of sustainable water governance, play a decisive role in creating knowledge, changing attitudes, and modifying consumption patterns. The aim of the research is to design a learning model based on water resource conservation for sustainable development. This research is applied-developmental in terms of its purpose and qualitative and exploratory in terms of its research method. In this research, data were collected through semi-structured interviews with experts and specialists in the water field and analyzed using thematic analysis and MAXQDA software. The results of data analysis led to the extraction of initial concepts and themes, and by organizing the initial themes, ۳۶ main components were finally identified, and after merging, refining, and integrating, ۶ main dimensions were formed, which were considered and analyzed as the main strategies in water consumption conservation. The findings showed that the realization of water consumption conservation requires the coordinated interaction of economic, cultural, social, educational, technological, managerial, and political factors. And these results can be used as a model or practical framework for policy-making, planning and management of water consumption and provide the basis for promoting responsible consumption behavior, increasing public awareness and sustainability of water resources.

کلیدواژه ها:

Demarketing ، Water Resources Management ، Consumer Behavior ، Resource Sustainability ، content analysis