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Based on the assumptions of the social ecological theory (SET), this study aims to identify the factors that influence water consumption by the schoolchildren segment in urban communities in Mexico, to further develop a community-based social marketing intervention.

This study was formative research, quantitative and qualitative in nature, consisting of a survey, focus groups and in-depth interviews. It was conducted in public and private elementary schools in central Mexico (five states), during 2023.

It was identified that parents are aware of the benefits of drinking water for their children’s health. However, various factors in the sociocultural environment, perceptions, customs and habits were noted as barriers to water consumption. Consequently, children’s behaviors are influenced by their family context as the strongest environment. Likewise, the school environment and the social environment are identified as other influential factors. Each system acts as a motivator or barrier in the child’s behavior, creating and supporting consumption behaviors learned from an early age.

Interventions on water consumption should target the most influential SET systems; the microsystem and the mesosystem, achieving the participation and co-responsibility of stakeholders in changing the environment and thus behavior.