Many experts (88.2%) believe that changing water users’ behaviours is a solution to current water scarcity issues in developed countries. In line with the literature discussed in Section 2.1.2.1, they tend to think that the climatic conditions of a country influence people’s awareness of water issues (61.8%). They also believe that European citizens do not have enough knowledge about water issues (70.6%), as mentioned in the Information Deficit Model in Section 2.2.7 [226]–[229]. Consequently, a large majority of them (94.1%) affirm that there is a need to change water users’ behaviours in Europe and that encouraging domestic water-savings in Europe is important (93.9%).
According to the Information Deficit Model, the Value-Action Gap and the ABC Theory described in Section 2.2, a lack of knowledge of environmental issues and contextual barriers can limit behaviour change [16], [113], [170]. To encourage a change, the Rational Choice Theory also states that individuals need to be made aware of the costs and benefits of their actions and the Information Deficit Model that encourages the provision of more information to increase individuals’ knowledge as mentioned in Section 2.2 [220]–[222], [226]–[229]. In line with this, experts were asked their opinions on the factors most likely to encourage and prevent behaviour change in Europe. In line with this, experts were asked their opinions on the factors most likely to encourage and prevent behaviour change in Europe.
According to experts, changing water users’ behaviours in Europe and that encouraging domestic water-savings can be done by changing the policies and regulations at nationals and EU levels (58.8%) or by changing the water distribution and recycling infrastructure (52.9%). Half of them (50%) however consider that changing users’ behaviours within their households is also efficient in encouraging water savings (see Figure 5-8). 82,4% believe that encouraging behaviour change can efficiently reduce water consumption.
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Figure 5-8. Experts’ opinion on the most efficient ways to encourage water savings in Europe.
Most of them believe that behaviour change in Europe is however hindered by individuals’ lack of knowledge about water issues (76.5%) and the lack of regulations and governmental initiatives (44.1%) (see Figure 5-9).
Figure 5-9. Experts’ opinion on the barriers preventing behaviour change in Europe.
Other barriers preventing behaviour change in Europe include a ‘lack of connection to
environment’, a ‘lack of understanding and interest’, ‘social norms to over-consume’ and ‘western and developed cultures which significantly affect adversely the use of virtual water to the detriment of water resources in some of the most water deprived countries in the world i.g. Egypt, Jordan’.
Experts believe that the most efficient ways to trigger behaviour change and eco-friendly behaviours in Europe is through financial incentives, rewards and/or punishments (55.9%) or through information and education about the water used in the industrial or agricultural processes (50%) (see Figure 5-10).
20.6 41.2 50 52.9 58.8 0 10 20 30 40 50 60 70
Changes in policies and regulations on an… Changes in users behaviours (to reduce the… Changes in users behaviours within their… Changes in water distribution and recycling… Changes in policies and regulations at national…
In your opinion, what are the most efficient ways to encourage water savings in Europe? 14.7 29.4 32.4 44.1 76.5 0 10 20 30 40 50 60 70 80 90
Weather and Climatic conditions Economic and financial barriers (price of water-…
The price of water Lack of regulations and governmental initiatives Lack of knowledge about water issues
In your opinion, what are the barriers preventing behaviour change in Europe?
115
Figure 5-10. Experts’ opinion on the most efficient ways to trigger behaviour change and environmentally friendly behaviour in Europe.
5.3.2.2. In the UK
Out of the twenty experts who replied to the questions related to water consumption in the UK, only 5% believe that UK citizens have enough knowledge about water issues. 90% affirm that there is a need to change water users’ behaviours in the UK. They believe that encouraging behaviour change can efficiently reduce water consumption in this country (90.5%). Thus, a large majority (85.7%) also consider that it is important or very important to encourage domestic water savings. This can be done by changing users’ behaviours at home (35.3%), changing policies and regulations on a national level (35.3%) and reducing users’ consumption of virtual water (29.4%) (see Figure 5-11).
Figure 5-11. Experts’ opinion on the most efficient ways to encourage water savings in the UK. 20.6 29.4 44.1 50 55.9 0 10 20 30 40 50 60
Time-based pricing programs in which customers are charged based on the time of day that water is…
Social pressure Information and education about the links between
water and energy usage
Information and education about the water used in the industrial or agricultural processes Financial incentives, rewards and punishments
In your opinion, what are the most efficient ways to trigger behaviour change and environmentally friendly behaviours in Europe?
20.6 26.5 29.4 35.3 35.3 0 10 20 30 40
Changes in policies and regulations on an international level
Changes in water-related infrastructures Changes in users behaviours (to reduce the
consumption of virtual water) Changes in policies and regulations on a
national level
Changes in users behaviours within their households
In your opinion, what are the most efficient ways to encourage water savings in the UK?
116
An expert adds that another way to encourage water savings in the UK is to “change the culture of
the demand for cotton, etc. Link clothing, etc. to the water footprint. Develop the water-food-energy nexus to include environment”.
According to these experts, lack of knowledge about water issues (50%) and the price of water (29.4%) are the main barriers preventing behaviour change in the UK (see Figure 5-12).
Figure 5-12. Experts’ opinion on the barriers preventing behaviour change in the UK.
Other barriers identified by the experts include ‘lack of interest and knowledge’ and ‘lack of
understanding of the water footprint and where the water comes from to produce clothes, etc – only often worn a couple of times due to changes in choice /fashion, etc’.
Overall, experts consider that behaviour change and environmentally-friendly behaviours in the UK can be encouraged through information and education about environmental issues (41.2%) and about the links between water and energy usage (38.2%) (see Figure 5-13).
Figure 5-13. Experts’ opinion on the most efficient ways to trigger behaviour change and environmentally friendly behaviour in the UK.
26.5 26.5 26.5 29.4 50 0 10 20 30 40 50
Lack of regulations and governmental initiatives Economic and financial barriers (price of water-
saving devices, etc.)
Weather and Climatic conditions The price of water Lack of knowledge about water issues
In your opinion, what are the barriers preventing behaviour change in the UK? 14.7 23.5 29.4 29.4 38.2 41.2 0 10 20 30 40 50
Time-based pricing programs in which customers are charged based on the time of day that water is consumed
Social pressure Financial incentives, rewards and punishments Information and education about the water used in the industrial or
agricultural processes
Information and education about the links between water and energy usage
Information and education about environmental issues
In your opinion, what are the most efficient ways to trigger behaviour change and environmentally friendly behaviours in the UK?
117
Other ways to trigger behaviour change and environmentally friendly behaviours in the UK include ‘information on bills’, ‘interaction with social groups’ and ‘lecturing and meetings with key
role models’.