Save Water + Save Money, of Course

The new study by the Water Research Foundation found few customers were aware of conservation rebate programs, yet their desire for such programs was high. This provides an opportunity for landscape contractors and utilities to promote cost-effective measures that are underutilitized, such as repairing irrigation, adjusting plantings, fix leaking plumbing and appliances and replacing water fixtures.

The new study released by the found the top reason consumers conserve water is to save money. Researchers surveyed 6,000 residential customers, interviewed water agencies, analyzed billing, and reviewed utility literature to measure the effectiveness of conservation communications campaigns in changing customer behavior. The report Water Conservation: Customer Behavior and Effective Communication (project/order #4012) released this month also found that many customers feel they are already conserving as much water as they can.

Key findings include:

• The top reasons customers conserve are to save money, followed closely by the idea that it's the right thing to do, and then by concern about water availability.
• Many customers believed they are already doing all they can to conserve water.
• Only 9 percent of customers participate in utility rebate programs, but 60 percent said they would participate if they knew about them.
• Customers say they prefer getting information from bill inserts and television ads.
• Customers found water supply managers are the most credible source of information about water conservation. Customers distrusted elected officials, the media and retail outlet sales associates.

''These findings will help utilities promote their conservation programs and encourage more people to participate in water conservation,'' said Robert C. Renner, executive director of the Water Research Foundation.

''Because many customers feel they are doing all they can with water conservation, it is important for utilities to clearly communicate an end goal, like reducing water use by 10 percent so that their customers feel like they are doing their part to achieve that goal,'' said Renner.