Abstract
The objective of this research was to examine consumer perceptions of water use in key Australian irrigated agriculture industries. Twitter data (‘Tweets’) from 2018 to 2022 related to water use/water footprints by/of the cotton, rice, and dairy industries were analyzed. The results revealed a higher prevalence of negative sentiments towards water use in Australian irrigated dairy, cotton, and rice industries compared to positive sentiments. The cotton industry received the most criticism. Our analysis showed that although the term “water footprint” was not widely used, the volume of water required for the production of irrigated cotton, dairy, and rice, or products derived from these commodities, is being circulated in tweets. However, the study also highlighted the presence of highly variable, incorrect, or outdated water footprint data in these tweets, indicating the unreliability of Twitter as an information source for consumers seeking to make sustainable consumption choices. This research offers valuable insights into consumer sentiments, benefiting stakeholders and policymakers in addressing public concerns and misinformation in the Australian irrigated agriculture sector.
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