Water conservation under scarcity conditions: testing the long-run effectiveness of a water conservation awareness campaign in Jordan

This study measures the long-run effect of the Abu Tawfeer media campaign in Jordan. Based on a representative sample (N = 367) conducted five years after the end of the campaign, a multivariate instrumental variable regression analysis shows that the campaign only marginally changed people’s water conservation awareness and behaviour. The rigorous methodological approach allows disentangling the distinct channels through which the effect of the conservation campaign was transmitted. Moreover, this is one of the first studies that comprehensively examines the role of awareness in determining water conservation behaviour.