This study was designed to collect formative information for the development of theoretically driven water conservation communication efforts targeting the business sector of water users. Members from a West Texas Chamber of Commerce were recruited for participation in an online survey. Questionnaire responses were collected from 176 commercial and institutional organizations. Company intentions, reported by Chamber members, to conserve water were best explained by constructs from the theory of planned behavior. Primary predictors were attitudes and perceptions of control regarding water saving behaviors. Results suggest message strategies should reinforce beliefs about water availability and include efficacious elements that address how to overcome specific barriers reported.