Water withdrawals around the world have increased almost twice as fast as the population during the last century. Higher than expected water demand is leading to water scarcity and causing rapid depletion of water tables around the world. One reason behind the higher than expected demand is the inefficient use of water. Inefficient use of water affects the well-being of society, the economic stability of countries, and environmental health. Indeed, water use efficiency (WUE) is one of the pillars of sustainable development goals (SDG 6.4.1). However, progress towards achieving WUE is slow, especially for many developing countries where the degradation of natural resources is critical, economic growth is slow, and there are few strong institutions to coordinate actions. One reason behind inefficient water use is human behaviour. A variety of contextual and psychological factors underlie the behaviour. The contextual factors include socioeconomic, technical, institutional and environment