Understanding Consumer Choices: Towards Sustainable Water Use in India

Abstract

This study addresses the pressing issue of water scarcity in India, focusing on sustainable water management and the crucial role of consumer behavior. It establishes a clear correlation between safe water access, economic development, and public health, emphasizing the interconnectedness of these factors. The concept of a water footprint, comprising green, blue, and gray components, provides a framework for analyzing global water usage. The socio-economic context highlights the significance of recognizing water as an economic good for efficient resource allocation. Global water availability is discussed, revealing the inadequacies in freshwater distribution and the widening gap between demand and supply. India's precarious position, given its large population, is underscored. Issues related to water consumption, including reckless groundwater exploitation, emphasize the need for stakeholder involvement and a paradigm shift in water management. The study stresses the urgency of an action plan for sustainable water management, advocating strategies such as storage, conservation, and recycling. Disproportionate water usage in agriculture and urban inefficiencies are addressed, urging modernization and technological advancements. Public engagement emerges as pivotal, with consumer behavior significantly impacting water usage patterns. The study discusses the role of public feedback "report cards" in promoting accountability among service providers, whether private or government-owned. Highlighting growing awareness in India, referencing NITI Aayog's Composite Water Management Index, the study emphasizes the disparity between population and freshwater resources. Groundwater depletion and per capita water use statistics underscore the need for immediate action. The study explores untapped water supply sources, advocating for the reduction of system leakage and promoting rainwater harvesting. The potential of stormwater and wastewater management is discussed, emphasizing the importance of incorporating green infrastructure solutions. In conclusion, the study underscores the significance of studying consumer behavior to enhance water conservation strategies. Recommendations include assessing consumer awareness, understanding utilization patterns, and perceptions affecting economic impact. The research advocates for a paradigm shift in water use and recycling, emphasizing the critical role of consumers in shaping a sustainable water future for India.