Water security is major challenges for policymakers, which should provide water for increasing consumption in the future. Part of the response to these problems includes finding the alternative water resources and increasing water productivity, but demand management is an essential element in sustainability of water security. The aim of this study is to determine and evaluate the effective factors in domestic water consumption pattern of rural central of Isfahan county. Research method is the descriptive survey, and data were collected by interview with 265 households through a structured questionnaire . Theoretical framework was based on the theory of planned behavior (TBP) which was quantified by structural equation modeling (Smart-PLS). The results show that in contrast to some previous studies, TPB cannot explain the pattern of water consumptions and there is a low correlation (r =0.22) between actual water consumption and self-reported water use. No use of actual consumption as a dependent variable in TPB is one of the reasons for confirmation of this model in the past studies. Furthermore, the most important variables affecting consumption pattern are perceived behavioral control and water consumption habits of households. Policymakers should facilitate the availability and installation of simple and inexpensive water-efficient appliances and fixtures. Keywords: Water consumption patterns, Self-reported water use, Habits, Demand management, Theory of planned behavior, Rural women.
