Volume 35, Issue 1, 2026
DOI: 10.69980/03276716.2026.06
A Study on Media Influence on Public Awareness and Behaviour Change of Water Conservation Practices in Chennai
Abstract
This study investigates the impact of media exposure on public awareness and behavioral responses related to water conservation practices in Chennai, a city frequently experiencing water scarcity. A survey-based research design was employed, collecting primary data from 385 respondents using a structured questionnaire and stratified sampling to ensure representation across socio-demographic groups. The research examines key constructs, including media exposure, media influence, scarcity awareness, environmental awareness, conservation knowledge, conservation advocacy, and behavior change. Data analysis included descriptive statistics, reliability testing, Chi-square tests, ANOVA, regression, and Structural Equation Modeling (SEM). The scale demonstrated strong reliability (Cronbach’s Alpha = 0.851). Results indicate that media exposure significantly enhances public awareness, particularly regarding scarcity, environmental understanding, and conservation knowledge. However, the conversion of awareness into actual behavior change is limited, as a substantial proportion of respondents reported minimal or no action. SEM results confirm excellent model fit, establishing media exposure as a central factor influencing media-related perceptions and strong interrelations among the awareness variables. Regression analysis shows that media exposure significantly predicts media influence, while other awareness variables do not exhibit direct significant effects. The study identifies some variations in awareness and media engagement across demographic groups, though these differences are not consistently significant. Barriers such as low motivation, cost constraints, and habitual practices impede behavioral transformation despite sufficient awareness. The findings suggest that although the media is vital for information dissemination, it alone is insufficient to drive sustained conservation behavior. Consequently, targeted, inclusive, and action-oriented communication strategies are essential for promoting effective water conservation practices in urban environments such as Chennai.
Keywords
Water Conservation, Media Influence, Public Awareness, Environmental Communication, Urban Sustainability, Chennai.