Investigation of urban versus rural energy and water conservation behavior in Prishtina, Kosovo


Purpose
The purpose of this study is to analyze the determinants of intention for energy and water conservation behavior in Prishtina, Kosovo by using the theory of planned behavior (TPB) conceptual framework and then examine the influence of intention and demographic factors on the conservation behavior itself. In addition, the present study examines the differences between urban and rural consumers in Prishtina in terms of their intention for energy and water conservation behaviors and their actual conservation behavior.


Design/methodology/approach
This study uses a qualitative approach by conducting ten in-depth interviews followed by one focus group with urban consumers and ten in-depth interviews followed by one focus group with rural consumers in Prishtina to analyze the influence of determinants on the conservation intention. In addition, the present study uses the quantitative research method to empirically examine the influence of intention and demographic variables on the actual conservation behavior.


Findings
The findings show that there is a difference between the urban and rural sample populations in Prishtina in terms of determinants that influence their intention to conserve energy and water. While attitude is the strongest determinant among the urban population, the social norms seem to be the strongest antecedent of the behavioral intention among the rural population. In addition, the study finds that the intention, income, family size and place of residence as a whole influence the actual behavior; however, the manifestation of the influence of separate variables on the actual conservation varies between urban and rural population. While intention is very strong among urban respondents and the actual conservation behavior is less dependent on the income level and family size, in the case of rural respondents, intention alone is not sufficient to predict the actual behavior and varies also on the income level.


Originality/value
The study brings unique and new knowledge about the application of the TPB in the context of small and developing economies bridging the research gaps arising from few scholarly research studying the differences between urban and rural populations.
