Consumer awareness and financial sustainability of National Water and Sewerage corporation-Tororo branch.

Abstract

This study examined the influence of cognitive, affective, and conative awareness on the financial sustainability of NWSC Tororo Branch. The study was guided by the Resource-Based View (RBV) theory, which emphasizes the strategic importance of knowledge, attitudes, and behaviors as critical organizational resources. A cross-sectional research design with a quantitative approach was employed, targeting employees of NWSC Tororo Branch as the study population. Data were collected using a structured questionnaire, coded, and analyzed using descriptive statistics, correlation analysis, and regression modeling with SPSS Version 20. The findings revealed positive and significant relationships between all three dimensions of awareness and financial sustainability. Specifically, cognitive awareness explained 49.3% of the variation (Adj. R² = 0.493; F = 38.935, p < 0.001), affective awareness accounted for 58.6% of the variation (Adj. R² = 0.586; F = 56.233, p < 0.001), and conative awareness explained 52.8% of the variation (Adj. R² = 0.528; F = 44.713, p < 0.001). These results indicate that employees’ knowledge, attitudes, and behavioral actions significant ly contribute to NWSC’s financial stability and sustainable operations. The study concludes that financial sustainability is substantially influenced by the interplay of cognitive, affective, and conative awareness. It is recommended that NWSC strengthen employee training, foster positive organizational attitudes, and promote deliberate financial behaviors to enhance long-term financial sustainability. The study also suggests further research to explore additional factors influencing financial sustainability, including technological adoption, governance, and consumer engagement.