Water consumption rationalization using demarketing strategies in the Gaza Strip, Palestine

Abstract

Water access is a critical public policy problem that many people face worldwide. As demand for fresh water rises and supply declines, a growing number of regions and localities, including cities, will be compelled to respond to water shortages. Therefore, this paper aims to examine the rationalization of water consumption utilizing demarketing strategies in the Gaza Strip (GS), Palestine. The population under study comprises the residents of the GS, amounting to approximately 2.1 million (2021) individuals. A survey among 372 respondents living and working in the five GS governorates, using a stratified random sample approach to mirror the population distribution, finds a significant relationship between consumer attitudes toward reducing water consumption and 5 key marketing variables (product, price, place, promotion, and people). Furthermore, four moderators reinforced these relationships, i.e., the perceived role of laws and legislations, perceived moral obligation, perceived water right, and institutional sentiment toward the water authority's management of water resources. Additionally, age, education level, marital status, and monthly income influence the effect of the demarketing mix on consumer attitudes toward reducing water consumption. This study informs managerial action and policy-making about the key variables to modulate in order to improve consumers' attitudes toward water rationalization and thus intrinsically motivate consumers to curb water consumption.