This study explores domestic water use in the rural areas of Santiago de Cali and Restrepo, Colombia, focusing on the application of the Values, Beliefs, and Norms (VBN) theory to understand individual water use behaviours. Recognizing the critical importance of water as a fundamental resource, the research addresses the complexities of water management, particularly in the context of increasing demand and inconsistent availability. The study seeks to fill gaps in traditional water use research by incorporating psychological factors and decision-making frameworks, aiming to contribute to the broader field of water management. Utilizing data from 926 households, the study employs a multi-linear regression analysis to examine the relationships between socio-economic factors (SEC) and VBN psychological factors with three dependent variables: perceived total water use, shower time, and the use of watersaving devices. The analysis identified significant predictors of water use behaviour, with VBN factors providing additional explanatory power beyond that of socioeconomic variables. Specifically, VBN factors accounted for an additional 2% of the variance in total water use, 3.3% in shower time, and 4% in the use of water-saving devices. Values, particularly biospheric and altruistic, were the most consistent contributors to water-saving behaviours, while beliefs had minimal impact. The findings highlight the importance of promoting biospheric and altruistic values, as well as reinforcing personal norms related to water conservation, in encouraging sustainable water use behaviours. Educational campaigns that emphasize the moral responsibility to conserve water and the community benefits of sustainable water use are likely to be effective, particularly in rural areas. The study also notes that individuals with strong egoistic values, such as a desire for unlimited water supply, are less inclined to adopt water-saving behaviours, suggesting the need for targeted interventions that connect personal benefits with conservation efforts. In conclusion, while the VBN framework provides valuable insights into specific water use behaviours, its overall impact on total domestic water use is moderated by contextual and socioeconomic factors. Future research should continue to explore these dynamics, with an emphasis on developing tailored interventions that address both the psychological and contextual determinants of water use behaviour. This approach can help policymakers and environmental educators foster more sustainable domestic water use, particularly in rural areas where such factors play a significant role.