Abstract
In response to droughts, various media campaigns and water-saving instructions are released. However, these often only have temporary water conservation effects. A promising development in this regard is Digital Water Meters (DWM), which can provide near real-time water-use feedback. Despite extensive DWM experience in some water-stressed regions, a profound understanding of the initial attitude towards DWM and message-tailoring opportunities are rarely empirically explored. This study aims to obtain insights into the attitude towards the introduction of DWM and explore opportunities for message tailoring, a topic of extra relevance as we may be on the threshold of a large-scale DWM implementation in many world regions. Messages tailored to (i) normative beliefs and attitudes on drinking water, (ii) water-use activity and (iii) phase of decision-making, seem particularly compatible with DWM. Through a survey (n = 1037) in the Netherlands, we observe that 93% of respondents have no objections if their utility invests in DWM and that 78% would accept a (free) DWM because of improved leakage detection, lower costs and environmental considerations. Finally, instead of sociodemographic factors, we observe that an attitude-based customer segmentation approach is an especially useful predictor of respondent’s motivation to endorse DWM and forms a promising basis for water conservation message-tailoring strategies.
Original language | English |
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Article number | 6440 |
Pages (from-to) | 1-19 |
Number of pages | 19 |
Journal | Sustainability |
Volume | 13 |
Issue number | 11 |
DOIs | |
Publication status | Published - 1 Jun 2021 |
Bibliographical note
Funding Information:Funding: This paper was based on research financed by the joint research programme that KWR carries out for the Dutch drinking water companies and De Watergroep, Flanders.
Publisher Copyright:
© 2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https:// creativecommons.org/licenses/by/ 4.0/).
Keywords
- Customer segmentation
- Pro-environmental behaviour
- Smart water meters
- Water conservation
- Water-use feedback