Author(s)

MALIA MOHAMED, NOR HAMISHAM HARUN

Abstract

This study aims to descriptively analyse the construct validity and reliability of a measurement instrument designed to assess Malaysian households’ water consumption behaviour. It provides a critical preliminary analysis that confirmed strong reliability on how perceptions influence sustainable action insights, that successfully delineate four distinct domains: perceived service quality, satisfaction, price sensitivity and sustainable water consumption behaviour into effective water demand management. The instrument, grounded in a novel conceptual integration of the stimulus–organism–response framework and the service performance model that moved beyond abstract perceptions to capture how specific, measurable dimensions of service performance directly affect consumer internal states. Its originality lies in examining the behavioural gap that contributes to per capita consumption and its tangible environmental consequences, considering the factors that influence behaviours leading to resource over-extraction by exploring the intricate interplay between perceived service quality and satisfaction, along with the moderating effects of price sensitivity in shaping sustainable water consumption behaviour. Data were analysed from the feedback of 47 participants receiving water supply services in Selangor, Kuala Lumpur and Putrajaya, using descriptive statistics, factor analysis and McDonald’s omega to evaluate the feasibility and internal consistency of the instrument. The findings highlight a strong integration of indicators, demonstrating that water conservation behaviour arises not solely from service evaluation or attitudes, but from a complex interaction between detailed service performance assessments and personal economic thresholds. The study demonstrates the instrument’s utility as a robust diagnostic tool for policymakers, enabling the design of targeted, evidence-based strategies that bridge the behavioural gap between perceptions and actions.

Keywords

Malaysia, perceived service quality, pilot study, price sensitivity, satisfaction, sustainable water consumption, water demand management, water stress