Branding water.

Branding is a key strategy widely used in commercial marketing to make products more attractive to consumers. With the exception of bottled water, branding has largely not been adopted in the water context although public acceptance is critical to the implementation of water augmentation projects. Based on responses from 6247 study participants collected between 2009 and 2012, this study shows that (1) different kinds of water - specifically recycled water, desalinated water, tap water and rainwater from personal rainwater tanks - are each perceived very differently by the public, (2) external events out of the control of water managers, such as serious droughts or floods, had a minimal effect on people's perceptions of water, (3) perceptions of water were stable over time, and (4) certain water attributes are anticipated to be more effective to use in public communication campaigns aiming at increasing public acceptance for drinking purposes. The results from this study can be used by a diverse range of water stakeholders to increase public acceptance and adoption of water from alternative sources.

Newspaper coverage of water issues in Australia.

The media has been found to have an impact on public debate, public opinion, and public policy agendas. Public debate, and public opinion about water conservation and water supply management projects matter because they can influence specific outcomes. For example, public opinion can potentially lead to positive behaviour, like increased water conservation, or potentially negative behaviours such as public opposition to developments such as dams or water recycling plants, which may be necessary under changing climatic conditions. It is therefore critical to understand how the media reports on water-related topics. Results from a content analysis of 1253 newspaper articles published in Australia in 2008 indicate that water-related reports are characterised by lack of inclusion of views held by various stakeholders, a low level of support of statements with scientific evidence, a low level of impartiality in the sense of reporting on opposing views and a relatively high level of hedging, meaning that the author signals that there is some uncertainly about the reported information. In sum these tendencies could theoretically culminate to work against public engagement in water issues and undermine the public's understanding of and confidence in water management measures. Proactive measures of media management are recommended.

Water conservation behavior in Australia.

Ensuring a nation's long term water supply requires the use of both supply-sided approaches such as water augmentation through water recycling, and demand-sided approaches such as water conservation. Conservation behavior can only be increased if the key drivers of such behavior are understood. The aim of this study is to reveal the main drivers from a comprehensive pool of hypothesized factors. An empirical study was conducted with 3094 Australians. Data was analyzed using multivariate linear regression analysis and decision trees to determine which factors best predict self-reported water conservation behavior. Two key factors emerge: high level of pro-environmental behavior; and pro-actively seeking out information about water. A number of less influential factors are also revealed. Public communication strategy implications are derived.

Household use of and satisfaction with alternative water sources in Victoria Australia.

Climate change is increasing the variability of rainfall, and thus the availability of water supplies in many areas of the world. These impacts are already being felt in the state of Victoria, Australia where a 12 year drought period was recently experienced. Restrictions to water use have been implemented, as one component of a broad policy approach to manage the drought. While anecdotal evidence suggests that the substitution of centralised water supplies is occurring, this has not been proven empirically. This paper reports results from a survey of households in Victoria regarding their use of alternative water sources. The study found that substitution is occurring. Garden watering is the purpose which has the highest rate of alternative water source use. In total 41.6% of respondents always, and 33.2% sometimes use an alternative water source for garden watering. The most commonly used alternative source of water for garden watering is water previously used in the laundry (30.7%). The alternative source of water used was found to vary depending on the purpose of the water use. High levels of satisfaction were found for all alternative water sources used. Several barriers were found to the use of alternative water sources, the main of which were: inflexibility of existing infrastructure, cost, policy, and housing status. The results have implications for water retailers, policy makers and governments in locations facing water shortage.

What affects public acceptance of recycled and desalinated water?

This paper identifies factors that are associated with higher levels of public acceptance for recycled and desalinated water. For the first time, a wide range of hypothesized factors, both of socio-demographic and psychographic nature, are included simultaneously. The key results, based on a survey study of about 3000 respondents are that: (1) drivers of the stated likelihood of using desalinated water differ somewhat from drivers of the stated likelihood of using recycled water; (2) positive perceptions of, and knowledge about, the respective water source are key drivers for the stated likelihood of usage; and (3) awareness of water scarcity, as well as prior experience with using water from alternative sources, increases the stated likelihood of use. Practical recommendations for public policy makers, such as key messages to be communicated to the public, are derived.

Acceptance of water alternatives in Australia - 2009.

In a nationally representative study with a sample size of 1495, Australian residents were asked about their attitudes to recycled and desalinated water. Specifically, they were asked to state how likely they would be to use these sources of water for 14 purposes. Recycled water was found to have a higher stated likelihood of being used for watering gardens (compared to desalinated water). No significant differences in likelihood of use were found for toilet flushing, car washing and cleaning. For all other uses (including drinking), desalinated water had higher likelihood of use ratings. Respondents were also asked about their intention to relocate under four different water scenarios. This is a topic not studied before in the Australian context. Results indicate that respondents' stated likelihood to relocate was highest when there was insufficient water to meet their needs, followed by when recycled water was introduced into their supply, then the introduction of desalinated water. The scenario where residents had to rely on self-purified rain water from a tank had the lowest level of relocation intention. The results indicate that the increased provision of rainwater tanks may be the most publically acceptable water alternative for Australians at this point in time.

The effect of information on public acceptance--the case of water from alternative sources.

This study aims to provide conclusive evidence that information about water from alternative sources increases public acceptance. We conducted an experiment with 1000 Australian respondents asking them about their acceptance of recycled and desalinated water for a range of purposes under two conditions: 1) no information provided and 2) information about the production process provided. Results indicate that - both for desalinated and recycled water - the stated likelihood of use increases significantly if people are provided with information about the production process. This has major implications for public policy makers indicating that providing factual information (as opposed to persuasive campaigns) will increase public support of water augmentation projects.

When public opposition defeats alternative water projects - the case of Toowoomba Australia.

Located approximately 100km west of Brisbane, Toowoomba is home to approximately 95,000 people. Surface water from dams is the main source of water for the city. In 2006 the residents of Toowoomba were invited to vote in a referendum (plebiscite) concerning whether or not an indirect potable wastewater reuse scheme should be constructed to supply additional water to the area. At that stage dam levels in Toowoomba were at approximately twenty percent of capacity. Toowoomba residents, after intense campaigning on both sides of the referendum debate, voted against the proposal. In July 2008 dam levels dropped to eleven percent. Stage 5 water restrictions have been in place since September 2006, subsequently mains water must not be used for any outdoor uses. This paper describes in detail how public opposition in the case of Toowoomba's referendum, defeated the proposal for a water augmentation solution. Reasons for the failure are analysed. In so doing, the paper provides valuable insights with respect to public participation in indirect potable reuse proposals, and discusses factors including politics, vested interest and information manipulation. This paper is significant because of the lack of detailed information published about failed water infrastructure projects.

Understanding behaviour to inform water supply management in developed nations--a review of literature, conceptual model and research agenda.

Water is a scarce resource in many parts of the developed world. Two solutions are possible to address water scarcity: conservation of existing resources, or the further production of water from new sources e.g. through recycling of wastewater or desalination of seawater. However, the main hurdle to implementation of many of these solutions is often viewed as a lack of public willingness to adopt these alternative water behaviours. Research in this area is therefore crucial. Yet, and possibly due to the interdisciplinary nature of such research, there is currently no comprehensive overview of what has been done before. This study fills this gap by (1) choosing a general consumer behaviour perspective as a starting point, (2) developing a conceptual model of research required in the area of water-related public acceptance studies, (3) identifying eight key water-related behaviours which require future research attention, and (4) reviewing which areas of the conceptual model have been investigated in the past by conducting an extensive literature review of water-related social science research. The review established that the majority of work which has been conducted is located at the cross-roads of personal characteristics and behavioural intentions. Significant gaps exist in relation to researching the adoption of a wide range of demand-side water behaviours. This indicates a dominance of supply-side solutions in social-research exploration. The review identifies a number of research needs including: the exploration of actual adoption of water-related behaviours (rather than behavioural intentions); and to widen the scope of water behaviour enquiry to include more demand-side solutions. Given the increasing scarcity of water in many areas of the world, addressing these identified gaps will be of significant importance. Thus our model informs the social-research agenda for water policy.

Establishing components of community satisfaction with recycled water use through a structural equation model.

The use of recycled water is being promoted through policy in many parts of the world with the aim of achieving sustainable water management. However there are some major barriers to the success of recycled water use policies and their instruments, in particular for potable reuse schemes. One of these barriers can be a lack of community support. Despite the critical nature of community attitudes to recycled water to the success of projects, they are often little understood. Further information is required to ensure the successful implementation of recycled water policy and to ensure sustainable management of water resources is achieved. The aim of this paper is to establish the key components of community satisfaction with recycled water. This was investigated through a case study of the Mawson Lakes population in South Australia, where recycled water is used for non-potable purposes through a dual water supply system (the 'recycled water system'). This paper reports results from a survey of 162 Mawson Lakes residents. A structural equation model (SEM) was developed and tested to explain and predict components of community satisfaction with recycled water use (for non-potable use) through the dual water supply system. Results indicate the components of satisfaction with recycled water use were an individual's positive perception of: the Water Authority's communication, trust in the Water Authority, fairness in the recycled water system's implementation, quality of the recycled water, financial value of the recycled water system, and risk associated with recycled water use (negative relationship). The results of this study have positive implications for the future management and implementation of recycled water projects in particular through dual water supply systems. The results indicate to water authorities and water policy developers guiding principles for community consultation with regards to the management of recycled water projects.

Urban Australians using recycled water for domestic non-potable use--an evaluation of the attributes price, saltiness, colour and odour using conjoint analysis.

Recycled water use in urban areas is viewed as one part of the solution to Australia's water shortage. The effectiveness of policies designed to promote recycled water systems depends on the acceptance by the community of the price, colour, odour and salt content of the recycled water. In Australia and other countries, limited research has been conducted that investigates community attitudes to and willingness to pay for recycled water, especially in urban settings. Community acceptance of recycled water and the economic feasibility of such projects have not been widely evaluated, even though the long-term feasibility of many projects is dependent on such information. This paper examines the attitudes of an urban Australian community living at Mawson Lakes in South Australia, to using recycled water for non-potable domestic purposes. Conjoint analysis (CA) was used to evaluate participant's (n=136) preferences for various attributes of recycled water (colour, odour, salt content and price) for various uses (garden watering, toilet flushing and clothes washing). The analysis was used to estimate the respondent's willingness to pay (WTP) for quality increases for each of the attributes. Differences in WTP were investigated according to various demographic variables including income and education. Results indicate that for garden watering having 'low salt levels' is the most important attribute of recycled water, for clothes washing 'colourless' is the most important attribute, and for toilet flushing a 'low price' was the most important attribute. Respondents were willing to pay for increases in the quality of recycled water. The amount they were willing to pay varied depending on applied use and the attribute in question. Respondents were most willing to pay for an increase in quality of recycled water when used for clothes washing (willing to pay Australian dollars (A$) 0.07/cubic meter (m(3)) for removal of colour, A$0.065 per cubic meter for an increase in quality of recycled water from 'salty' to 'low salt,' and A$ 0.06/m(3) for removal of odour (1A$=0.75 US $ and 0.62 euro, August 24, 2005)). Segmentation of the price attribute by demographic sectors reveals that those in the higher income bracket, higher education sector, middle age group, and who are male, had a higher marginal valuation on price. The results of this study provide important information for recycled water retailers and water policy developers, helping achieve greater economic feasibility for future recycled water projects, to the satisfaction of the communities involved.