Bottle or tap? Toward an integrated approach to water type consumption

Area of Science:

• Environmental Science
• Consumer Behavior
• Public Health

Background:

• Global bottled water consumption is rising despite the availability of safe tap water.
• Flanders, Belgium, exhibits exceptionally high per capita bottled water consumption.
• Resource efficiency and environmental challenges necessitate a shift towards tap water consumption.

Purpose of the Study:

• To conduct an integrated analysis of reasons for tap and bottled water consumption in Flanders.
• To identify factors influencing consumer choices between tap and bottled water.
• To address the absence of comprehensive studies on water consumption patterns in the region.

Main Methods:

• Utilized Flemish survey data from 2309 participants.
• Employed bivariate correlation analysis to compare consumer groups.
• Applied path modeling techniques to investigate correlations in-depth.

Main Results:

• Bottled water consumption is prevalent in Flanders, overriding environmental and financial considerations.
• Negative perceptions of tap water (unhealthy, unsafe, taste) drive bottled water preference.
• Social context, including poor infrastructure (e.g., lead piping) and social norms, inhibits tap water consumption.
• Bottled water consumption is higher among men, older individuals, and less educated groups.

Conclusions:

• Future research and policy should integrate behavioral aspects for effective water consumption strategies.
• Governments and tap water companies can develop targeted policies to promote tap water.
• Addressing negative perceptions and social influences is crucial for managing tap water supply networks.