Researching Behavioural Determinants of Water Efficiency and Conservation Behaviours in the Agricultural, Industrial and Municipal Sectors in Jordan

Ref Number: 1112-MAGENTA-IQS-001

Description: To support the Water Efficiency and Conservation (WEC) activity, MAGENTA, along with Tetra Tech ARD, led the implementation of social and behaviour change (SBC) activities. WEC, a 5-year USAID-funded initiative, was aimed at enhancing water efficiency and conservation in Jordan's economy and MAGENTA’s SBC activities were designed to generate demand for water-saving technologies and water conservation practices amongst farmers, industries, as well as large and domestic consumers in the Kingdom. This involved conducting formative behavioural research to inform the development of an SBC strategy. MAGENTA utilised the COM-B Model and a tailored Behavioural Journey Map to develop the research instruments and guide the findings analysis. Methods for data collection included focus group discussions, in-depth interviews, as well as quantitative surveys. Through the project, MAGENTA provided Tetra Tech ARD with a SBC Strategy on how to encourage farmers, industry, and domestic consumers across Jordan to adopt water conservation behaviours.