User attitudes and preferences - a study for water efficiency in UK Homes

The efficient consumption and use of water in domestic buildings is vital for protecting water resources for the future. About half of the water put into supply by water companies in England is to meet domestic demand alone and the demand from this sector continuous to rise year on year. A critical analysis of the literature showed that a common factor or barrier to acting sustainably water-wise is the level of awareness of users as well as their willingness and ability to make the necessary change. A nationwide survey was therefore commissioned to further examine this premise and to further understand the propensity of households to change behaviour and adopt technology to save water. The study found that majority of households and water users already have a positive attitude to using water efficiently. However, the knowledge and the resources to translate this to action e.g. through behaviour change or use of water saving technologies is lacking. This confirms that developing knowledge competency and adaptive capacity in water users is needed. This can be achieved by working with households to develop technological and behavioural strategies for water efficiency that fits with their preferences and lifestyles. The paper therefore concludes by recommending a ‘diy' type tool to support households to implement water efficiency solutions in line with their social, physical, economic and environmental context and constraints.