Designing a Culture-Creating Model for the Optimal Consumption of Drinking Water with Grounded Theory Approach

This study aims at designing a culture-creating model through Grounded Theory Approach (GTA) for the optimal consumption of drinking water in Semnan the province. The statistical population of the study included 21 experts of the Urban and Rural Water and Wastewater Industry (URWWI)in this province. Because of the constructive nature of the research, the GTA was followed and snowball sampling technique was adopted for drawing the sample. The main data collection tool used in this research was in-depth interviews with the experts of the URWWI in this province. Findings of the research, after completing the three steps of the open, axialو and selective coding process showed that the paradigm model of the study consisted of 172 final codes, 18 main concepts, and 6 general categories. The results showed that social and individual factors, governmental bureaux and organizations ,senior managers, legal factors, and technical-engineering factors as causal factors; individual underlying factors and social issues as underlying factors; managers’ mindsets and support, performance of those in charge , the will of the society as intermediary conditions; proper performance, continuous training at various levels, advertising and media information as strategy; individual consequences, short-term results, long-term results, national and regional results as implications lead to the emergence of a pattern of culture-creating in the optimal use of water resources of the country.