New Water Conservation And Customer Behavior Study Released Saving Money Top Reason To Conserve
A new study released by the Water Research Foundation found the top reason consumers conserve water is to save money.
Researchers surveyed 6,000 residential customers, interviewed water agencies, analyzed billing, and reviewed utility literature to measure the effectiveness of conservation communications campaigns in changing customer behavior. The report Water Conservation: Customer Behavior and Effective Communication (project/order #4012) released recently also found that many customers feel they are already conserving as much water as they can.
Key findings include:
- The top reasons customers conserve are to save money, followed closely by the idea that it's the right thing to do, and then by concern about water availability.
- Many customers believed they are already doing all they can to conserve water.
- Only 9 percent of customers participate in utility rebate programs, but 60 percent said they would participate if they knew about them.
- Customers say they prefer getting information from bill inserts and television ads.
- Customers found water supply managers are the most credible source of information about water conservation. Customers distrusted elected officials, the media and retail outlet sales associates.
"These findings will help utilities promote their conservation programs and encourage more people to participate in water conservation," said Robert C. Renner, executive director of the Water Research Foundation.
The study found few customers were aware of conservation rebate programs, yet their desire for such programs was high. This provides an opportunity for utilities to promote cost-effective measures that are underutilitized, such as repairing leaking plumbing and appliances and replacing water fixtures.
"Because many customers feel they are doing all they can with water conservation, it is important for utilities to clearly communicate an end goal, like reducing water use by 10 percent so that their customers feel like they are doing their part to achieve that goal," said Renner.
About the Water Research Foundation
Founded in 1966, the Water Research Foundation is an international, 501c(3) nonprofit organization that sponsors research to enable water utilities, public health agencies and other professionals to provide safe and affordable drinking water to the public. With more than 950 subscriber members who provide water for 80 percent of the U.S. population, the Water Research Foundation has funded and managed more than 1,000 projects. For more information, visit: www.waterrf.org.
SOURCE: Water Research Foundation