Journal of Statistics Applications & Probability

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Water access is a critical public policy problem that many people face worldwide. As demand for fresh water rises and supply declines, a growing number of towns will be compelled to respond to water shortages. Therefore, the purpose of this paper is to determine the effect of demarketing strategies on consumer attitudes toward household water consumption. An empirical research was conducted to test the hypotheses, using primary data collected via a survey questionnaire. A structural equation model (SEM) is used to examine the data collected from 356 users. The findings reveal that there is a relationship between independent variables (i.e. product, price, place, and promotion), and consumer attitudes toward household water consumption. Furthermore, the moderator “regulation beliefs” reinforced these relationships.

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