Social factors associated with water consumption (The case study: women in Isfahan)

Environmental problems in Iran are some of the hyper challenges these days and leakage of water has become a crisis. Under such circumstances, water consumption is one the most important significant problems which is effected by different elements. Therefore, this study is accomplished aimed to study Social factors associated with water use water consumption among women in Isfahan city. By the aspects of time and method, this study is segmental and mensurational, respectively. The method of collecting data is researcher-written survey which is efficiently valued and dynamic and its content and dynamic validity is computed by Kronbach α  Statistical society includes 19-to-64-year-old women in Isfahan and sampling method is multi-stage clustered. 385 surveys have distributed randomly and collected data is analyzed by SPSS software. According to results, women's water consumption has a significant relationship with types of life style (Social life style, health-oriented life style, positive thinking style, purposeful and meaningful life style, nature- love  life style), cultural capital, mass media, religiosity and attitude toward water consumption. Based on the results of regression, the use of mass communication tools explains 30% of the variation of the dependent variable. In the second phase, the emotional attitude to water consumption increases the explanation rate by 40%, and finally, the extent of explaining the dependent variable with the entry of the variable of the lifestyle of the nature friend to 43%. As a result, only three main variables explain the dependent variable.