Abstract: The water consumption of college students is large and the waste of water is severe. In view of this, we investigated the influencing factors of college students’ water-saving behavior based on Ajzen’s theory of planned behavior and the cognition-emotion-behavior theory. By means of questionnaire survey and ordinal logistics regression model, we conclude that awareness, attitude, policy understanding, subjective norm, self-control, and knowledge are positive factors. Hometown also has an influence the water-saving behavior of college students from cities is better than that from rural areas. According to the above conclusions, we put forward several suggestions to promote a good water-saving behavior quantitative charge and water consumption quota, propaganda of national water-saving policy, an improved water-saving system in campus, regular water-saving exercise, and publicity of water-saving knowledge across the campus.

Key words: college students, water-saving policy, water-saving behavior, influencing factor, ordinal logistics regression analysis