Drivers of Water Use and Conservation Adoption by Residential Users in Oklahoma: Motivations, Attitudes, and Perceptions

Abstract

Increased strain is being placed on water systems from population growth and diminishing freshwater supplies. Assessment of all options available to those in charge of managing the supply for these systems is crucial. Many communities have had sufficient water levels to meet demand in the past, but will need to make tough decisions about how to manage the precious resource of water in the future. Determining the influence of a household's motivations, attitudes, and perceptions on their water use and adoption of conservation practices provides a framework for understanding their receptivity to prospective water policies and conservation programs. This study identified the residential water user's motivations, attitudes, and perceptions about water use and conservation alternatives. This research provides timely insight on the preferences of water users in Oklahoma and how they think water should be used and conserved. The receptivity model provides a model for understanding and predicting why a household chooses a water use behavior or conservation alternative. The results from the study show that repairing leaks has been the most common conservation alternative adopted and installing rain barrels the least. Associating a conservation alternative's ability to improve a need appears to be the most significant driver of conservation adoption. The findings of this research will be useful for water policy educators and decision makers in developing water programs to meet the future demands of their population.