Central Highlands Water (CHW) commissioned two pieces of work to better understand behaviour change in water conservation during the previous 3 years of Stage 4 Water Restrictions. The first was a qualitative study which used telephone surveys and focus groups to seek the views of consumers; the second was a quantitative study which used behavioural simulation and analysis to measure the impact of various influences on household internal water consumption in Ballarat.

The main influences which were the focus of this research were:

• Project Aquarius – a household retrofit and audit service including installation of water efficient appliances such as showerheads, flow regulators and toilet flush controls and minor leak repair
• Target 150 – water saving campaign to help Ballarat residents cut their water use to under 150 litres per person per day
• Monthly Household Water Usage Statements – a document sent to households each month to advise of their recent water consumption and water saving information
• Other influences including media stories/images, dry Lake Wendouree and the flow-on to indoor use from banning outdoor use.

Qualitative research

The qualitative research aimed to develop a more comprehensive understanding of changing water use behaviour inside the home, including the drivers and barriers to changes.

The research sought to understand the role of particular demand management strategies and water users’ perceptions of their effectiveness, particularly in relation to Project Aquarius, Target 150 and Monthly Household Water Usage Statements.

Researchers also sought to identify whether there were significant variations in water conservation attitudes and behaviours of householders based on age, income, parental status, property structure and household type.

The research found that there has been large scale behavioural change among Ballarat householders, with the majority of households reporting that they had decreased (indoor) water use since November 2006.

Mostly, householders reduced water use by doing simple things like taking shorter showers and using appliances less often. Most were saving water because they identified it to be the ‘right thing to do’.

Stage 4 water restrictions and other visible signs of drought were also important cues. Marketing communications were recognised as a driver to changing water use.

The most frequently mentioned barrier was financial. Householders reported high levels of awareness of marketing communications, in particular newspapers, account inserts and direct mail.

Project Aquarius

About 10% of the Ballarat households participated in Project Aquarius. Most said they participated because it was the right thing to do for the environment. Value and affordability also had important roles. Participants reported moderate to high levels of satisfaction with the program.

Householders demonstrated that they saw water as a precious resource to be treasured rather than simply a service to be billed.

Effects of age, income, parental status, household structure and property ownership

Respondents with children in the home were more likely to report that water use had increased. These people were also more likely to be influenced by marketing communications and a desire to reduce money spent on water.

Renters were more likely to report that their water use stayed the same and less likely to install a water saving appliance. Almost without exception, renters didn’t participate in Project Aquarius.

Future practice

Some householders haven’t yet changed their water use: there is opportunity for CHW to find ways to best support these people through different programs which are better able to meet their particular needs.

As some of the perceived barriers to changing water use were financial, CHW may be able to consider reviewing pricing structure or promote other (non-financial) benefits of water saving.

Marketing communications about demand management initiatives have been influential in driving householders’ water conservation efforts and may be suitable for use in future campaigns.

The research found that householders have strong and positive attitudes towards water saving which are likely to be sustained while the water situation remains serious.

Quantitative research

The aim of the quantitative research was to quantify for the period July 2006 to June 2009 the impact on different household demographic types of specific water conservation activities including Project Aquarius, Target 150, Monthly Statements of household consumption and other influences such as stories and images in the media.

A behavioural simulation of residential water users in the Ballarat area was developed to isolate and quantify the water savings of residents in response to water conservation programs and other influences.

The simulation is available for further use, for predictive assessment of water efficiency programs and impacts on water demand from changes to levels of water restrictions.

Key results

Validation of the model output against actual consumption proved it to be an accurate simulation.

The results showed that valuable savings in water, energy and carbon emissions had been achieved by each of the initiatives, as well as average cost savings for households.

The information gained can provide greater insight to predict the impact of water conservation programs in the future.

Summary

Project Aquarius contributed the greatest household water savings when compared to Target 150 and monthly water statements. The nature of Project Aquarius (featuring direct contact and home visits) meant that only 10% of Ballarat households participated whereas Target 150 and monthly water statements were directed at all Ballarat households. The greatest overall (region wide) water savings resulted from voluntary community behaviour change in response to the severe water situation.