Social Factors Affecting Water and Wastewater Consumer Behavior: A Systematic Review with a Social Marketing and Behavioral Analysis Approach

Abstract

Introduction: Limited water resources make sustainable water consumption a major social and public health challenge. This study aimed to identify the social determinants of water and wastewater consumer behavior and develop an SDH-based conceptual model using a social marketing and behavioral analysis approach.

Methods: This systematic review employed a qualitative meta-synthesis approach. A systematic search of national and international databases was conducted for studies published between 2010 and 2024.Moreover, eligible studies were selected based on predefined inclusion and exclusion criteria, appraised using the CASP checklist, and synthesized thematically. Thirty-two studies met the eligibility criteria and were included in the final analysis.

Results: Data analysis showed that social marketing in the water and wastewater sector is influenced by 7 social dimensions and 24 components: (1) social policy, (2) cooperation and participation, (3) psychological requirements, (4) planning and analysis, (5) awareness, (6) sociological considerations, and (7) consumption culture. The findings emphasize that social and cultural factors play a pivotal role in changing behavior and promoting collective health.

Conclusion: Social marketing with a behavioral analysis approach and attention to determinants of social health can institutionalize sustainable water consumption patterns and strengthen community health.