Effects of heightened price awareness on urban water consumption

Abstract

ABSTRACTIn developed nations there is a perception that water is plentiful. Many will turn on their tap without any consideration of their consumption. Such incognizance and the effects of climate change and population growth is jeopardizing water security.There have been suggestions that reductions in consumption will only be sustained if users are continually aware of the benefits, and if billing periods are short to remind consumers of the effects of their behaviour. The study investigated the role of heightened price awareness in efforts to reduce consumption. The evaluation used a pre and post intervention design with two pools of participants. One pool was informed of the price of taking a shower based on Sydney Water's current charge ($2 per kL). The second group was told the price was $6 per kL. The results indicate that after education, participants were encouraged to reduce consumption. The group assuming the higher water rate showed larger reductions. Qualitative analysis showed that over the long term consumption returned to pre-education levels. These findings support suggestions that water agencies should be looking at much more intense communication on the scarcity and real value of water to encourage all consumers to reduce their water use.