Exploring Endogeneity in Psychological Determinants of Community-Based Water Purification Technology Adoption

The adoption of community-based water purification technology in rural communities is strongly influenced by psychological factors, yet these factors often suffer from endogeneity, leading to biased estimations of their true impact. Our study investigates this critical issue, revealing that traditional estimation methods significantly underestimate the effects of key psychological determinants. Specifically, we found that perceived ease of access and descriptive norms, when treated as exogenous, were underestimated by 175% and 76%, respectively. This oversight highlights the importance of addressing endogeneity to accurately capture the relationship between psychological factors and adoption behavior. The endogenous nature of perceived benefits and descriptive norms highlights a crucial bidirectional relationship: as adoption increases, so do positive social norms and perceived benefits, creating a reinforcing cycle that further drives adoption within the community. Interventions that fail to consider this mutual reinforcement risk undervaluing key psychological factors, potentially undermining their effectiveness. We propose that cultural factors serve as instrumental variables (IVs) to mitigate endogeneity and offer a clearer pathway through which psychological factors influence behavior. For instance, cultural traits such as "work-luck" dynamics shape individuals' proactive or passive approaches to overcoming barriers to technology access. Similarly, generalized morality, which prioritizes communal welfare over individual gain, strengthens descriptive norms that promote widespread adoption. In collectivist societies, these norms hold significant influence, compelling individuals to adopt technologies to maintain social cohesion and uphold communal values.

Our study introduces a robust theoretical framework that integrates cultural factors into the analysis of technology adoption. By leveraging cultural traits, interventions can align more closely with community values, enhancing the likelihood of sustainable adoption. This approach not only provides deeper insights into the dynamics of technology adoption but also offers practical strategies for designing culturally sensitive interventions.

In conclusion, addressing the endogeneity of psychological factors through the lens of cultural influences provides a more accurate and comprehensive understanding of the adoption process. This study advocates for the incorporation of cultural contexts in intervention strategies, ensuring they resonate with the community’s intrinsic values and beliefs. Future research could expand on this dynamic by employing system dynamic models to further explore the bidirectional feedback between psychological factors and behavior, ultimately contributing to more effective and sustainable adoption of community-based water purification technologies.