Water management information campaigns and protection motivation theory

Water scarcity, changing climate patterns and polluted water bodies have caused the current global water crisis that is threatening many nations around the world. Despite this significant threat, few academic literature references can be found on promoting changes that focus on saving and protecting our planet’s water. In this research, the Protection Motivation Theory [(PMT) Rogers J Psychol 91:93–114, 1975; 1983)] is proposed as an effective model for guiding communication campaigns that support water resource management. PMT is a widely used ‘fear appeal’ model that can persuade audiences to change their behaviors or invoke actions to avoid a negative threat or event. Twenty marketing campaigns focusing on implementing behavior and activities to better manage our water resources were analyzed for their adherence to the PMT. The analysis showed that although a majority of the marketing communications on water resources successfully conformed to PMT, some marketing communications failed to include pertinent PMT factors. Implications on developing marketing communications related to reducing water resources are discussed.