Abstract
INTRODUCTION: Water is the basic need of human beings and there is no substitute for water. This research was conducted to analyze public willingness to use water from filtration plants installed by public own Organizations and which psychological factors may help them to decide to use safe water. METHODS: There ought to be some nudges in the right direction to encourage people to use water filters. A questionnaire was adopted from the literature for this research. PLS-SEM is used to evaluate data to check the connection among variables since it is the most recommended way for assessing and predicting explained variables to account for the largest latent variance, and PLS-SEM is one of the most effective approaches for predicting outcomes. RESULTS: PLS-SEM direct path analysis revealed that hypotheses H1-H6 were accepted and the gender and levels of education of the respondents as control variables, gender and education showed insignificant relationships with WUFWFP. Age showed a substantial relationship as a moderator variable between WQK*Age, and HC*Age with a willingness to use filter water from filtration plants=WUFWFP, while the rest of the variables showed an insignificant relationship. DISCUSSION: As per our results, H1a and H3a have a significant relationship as moderator variables between IV and DV, while H2a, H4a, H5a, and H6a did not show any relationship as moderator variables between IV and DV. Hence H1a and H3a were accepted while the rest of the moderator was rejected under this research. This study would be helpful for the decision-makers and planners to take proper sustainable measures to address the repercussions of urbanization and land use changes to protect the ecosystem.