Water Use and Conservation Preferences Among Households in an Urbanizing Gradient

Abstract

The effectiveness of water policies depends upon the behavioral features of users and factors influencing these processes. Behavioral changes such as a reduction in watering the lawns, reducing water pressure, and taking shorter showers can be used to design policies that can be effective. However, the most impactful changes come from technological modifications, including faucet aerators, water-efficient showerheads and washing machines, dual-flush toilets, and outdoor technology such as automatic sprinkler systems. A survey of households in Amherst, Hadley, and Northampton, of the Commonwealth of Massachusetts, USA, is used to measure such behavioral changes as well as technological adoptions along an urbanizing gradient. Objectives of this study are as follows: to assess developments under current and anticipated water conservation strategies in households along an urban gradient, to evaluate the preferences and motivating factors of individuals, and to determine how individuals value their water. Statistical modeling is used to analyze the household survey using several dependent variables, including conservation efforts and willingness to pay. Independent variables included location, economic, and demographic information. Results indicate that those with a higher income are likely to have more water-saving tools indoors and are willing to pay more than those with lower incomes. Age influenced total current conservation adoptions, while metering of water consumption is also significantly related to the indoor adoption of current technology and willingness to pay (WTP) for water infrastructure.