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Water conservation – why Australians are not really taking action

Research by the University of Wollongong (UOW) has revealed that 97% of Australians believe water conservation is important but they do not put their money where their mouth is when it comes to taking action on water conservation.

Less than half of Australia’s population reuses water from the washing machine, the shower, sinks and bath. And only one third owns a rainwater tank.

“The findings present a major opportunity for water management in Australia,” according to Associate Dean (Research) from UOW’s Faculty of Commerce, Professor Sara Dolnicar. The study was conducted by Professor Dolnicar and Professor Anna Hurlimann of the University of Melbourne.

“By redirecting the current focus of public policy from supply-side water measures such as building desalination plants, to more demand-side measures such as financial incentives and social marketing campaigns, real change would occur in Australians’ actual water conservation behaviour,” Professor Dolnicar said.

The aim of the study was to provide much-needed empirical data about the attitudes Australians have towards water conservation as well as their water conservation behaviours.

This research provides new baseline data about Australian people’s:

• attitudes to water conservation

• stated water conservation behaviour

• attitudes towards water efficient appliances

• stated ownership of water efficient appliances, and

• stated barriers to installing water efficient appliances

The main findings were that:

Australians have very favourable attitudes to water conservation and water efficient appliances -- 97% of respondents said water conservation is important and 92% stated that they conserve water wherever they can.

Favourable attitudes to water conservation and water efficient appliances are not always translated into action -- less than half of Australia’s population reuses water from the washing machine, the shower, sinks, and bath. And only one third owns a rainwater tank.

Australians think that water saving appliances are a great idea but the proportion of adopters does not reflect the attitudinal enthusiasm. Fewer than two thirds of Australians have a water efficient dishwasher, tap or hose timers, or water collection systems for sinks, washing machines or showers.

Adoption rates for water saving appliances appear to reflect public policy measures such as rebates for water saving washing machines and the free installation of water efficient showerheads and taps.

Cost was identified as one main barrier to adopting water saving appliances, but other factors such as perceived quality, convenience and practicality also rated high on the list of barriers to adoption.

The researchers approached solving the Australian water crisis in two ways -- by producing more water through water augmentation projects (supply-sided approach) and by conserving water (demand-sided approach). The study concluded that currently, Australia is focusing on supply-sided measures, neglecting the full potential of water conservation.

Media please note: For further information contact Professor Sara Dolnicar on (02) 4221 3862 or 0405 759 031.