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The analysis of social awareness about water consumption represents an essential tool for water efficiency and decision-making procedures in line with the challenges that emerged by water scarcity. The present study focuses on evaluating the perception of sustainable water consumption (SWC), considering the direct and indirect water consumption through the Water Footprint (WF) indicator and the information about the nexus between urban services and water uses. Based on the norm activation model (NAM) proposed by Schwartz (1977), this rese
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