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Bottled water versus tap water: understanding consumers' preferences
1Centre for Environmental Risk, University of East Anglia, Norwich, UK. M.Doria@uea.ac.uk
Journal of Water and Health
|July 4, 2006
Summary
Bottled water consumption is rising due to concerns about tap water taste and safety. Consumer choices are influenced by various factors beyond just perceived quality and trust.
Area of Science:
- Environmental Science
- Consumer Behavior
- Public Health
Background:
- Global bottled water consumption shows a consistent upward trend over the past decade.
- This increase persists even in regions with high-quality municipal tap water.
- Understanding consumer motivations for choosing bottled water is crucial.
Purpose of the Study:
- To explore the multifaceted reasons behind the increasing preference for bottled water over tap water.
- To identify key drivers influencing consumer decisions in water consumption choices.
- To analyze the interplay of various factors affecting bottled water purchases.
Main Methods:
- Review of existing consumer surveys and market research data.
- Analysis of demographic variables and their correlation with bottled water consumption.
- Qualitative assessment of consumer perceptions regarding tap water quality and trust.
Main Results:
- Consumer dissatisfaction with tap water's organoleptic properties (taste) is a primary driver.
- Health and safety concerns significantly influence the choice of bottled water.
- Perceived water source quality, demographic factors, and trust in water providers also play a role.
Conclusions:
- Bottled water preference is driven by a complex combination of factors, not solely by tap water quality.
- Addressing consumer concerns about taste, health, and trust is essential for promoting tap water consumption.
- A holistic approach considering sensory, safety, and trust aspects is needed to understand water choices.
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