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Abstract Personal plastic-bottled water use is highly commodified, raising an array of cost and environmental concerns, and continues to grow globally. Studies in lower-income nations suggest safety as a primary motivation for such water purchases, but studies in high-income nations with greater relative affordability suggest it is more tied to socially situated consumer decisions like status and aesthetics. Here, we consider what motivates bottled water use in an urban city (Mashhad) in a middle-income predominantly Muslim country (Iran), where there is a likely intersection of safety (due to contamination), social norms, and status concerns. Surveys were collected with a random population-representative sample of resident adults from discrete households (n = 970). Structured equation modeling testing the relative effects on reported bottled water intentions and use shows that all these factors are shaping people's decisions. Both higher- and lower-income residents’ responses suggest that status and social norms considerably influence intentions to use. Overall, even despite real safety issues with tap water, social norms and status concerns seem to weigh more heavily on residents’ decisions to drink bottled water.
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Bottled vs tap water perceptions, choices and recommendations in a US Midwest university community
Purpose This study aims to determine preference and concerns regarding tap vs bottled water and recommendations to increase tap water use in a US Midwest university. The authors propose interventions to increase tap water use based on survey results. Design/methodology/approach The authors conducted an online survey of the community of a regional comprehensive university in the St. Louis metro-east region (Illinois, USA). They analyzed 781 responses using mixed methods, and developed recommendations based on community-based social marketing principles. Findings Black respondents reported higher bottled water use than White respondents. Undergraduate students reported higher bottled water use than faculty or staff. Most respondents were concerned about cost and environmental impact for bottled water and taste and water quality for tap water. Chemical and safety concerns were specific and location-focused for tap water only. Concerns were similar to Safe Drinking Water Act mandated public information, such as prior reports of lead (Pb) in campus drinking water. Tap water taste concerns may relate to proximity to the water treatment plant, resulting in high residual chlorine levels. To increase tap water use in this community, the authors recommend persuasive information campaigns, improvements to infrastructure and distribution that increase tap water convenience, more transparent public reporting on tap water lead levels, management of residual chlorine levels, and establishment of institutional norms favoring tap water over bottled water. Originality/value The authors evaluate barriers to drinking tap water across multiple environmental and social systems. The methods used in this study combine mixed methods analysis and community-based social marketing. The findings integrate respondent demographics and concerns, local water quality, local and national contamination events, campus-specific sustainability initiatives and barriers, and national drinking water regulations.
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- Award ID(s):
- 1911512
- PAR ID:
- 10427463
- Date Published:
- Journal Name:
- International Journal of Sustainability in Higher Education
- Volume:
- 24
- Issue:
- 4
- ISSN:
- 1467-6370
- Page Range / eLocation ID:
- 911 to 931
- Format(s):
- Medium: X
- Sponsoring Org:
- National Science Foundation
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- Free Publicly Accessible Full Text
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Accepted Manuscript1.0
- Journal Article:
- https://doi.org/10.1108/IJSHE-01-2022-0007
