Reducing Household Water Consumption: A Social Marketing Approach

There is increasing pressure for society to move towards more sustainable use of its resources, and calls in the literature have been made to reassess marketing’s role in achieving such goals. This research examines how key behavioural factors influence household water use, in the context of a social marketing programme to reduce household water consumption. A model of the key drivers of household water consumption is developed and tested using a sample of 909 households in a regional city in Australia. The findings from this study support the model developed and show that in the absence of price as a rationing mechanism, the social marketing programme significantly reduces household water consumption.

Statement of contribution: This is the first study to develop a comprehensive and empirically tested model of the non-price drivers of household water consumption, within the context of a social marketing intervention. The findings make a contribution to the field of consumer behaviour and social marketing by illustrating key behavioural drivers of water consumption. Consequently the study also shows how marketers can assist in preserving essential goods and services such as water.