What Motivates customers to change?: Researching customer attitudes to water conservation in the Hunter

Title: What Motivates customers to change?: Researching customer attitudes to water conservation in the Hunter
Creator: Jones, Kirsty; Vilches-Montero, Sonia; Baxter, Stacey
Relation: OzWater'21. Proceedings of OzWater'21 (Adelaide, Australia 04-05 May, 2021)
Relation: https://www.awa.asn.au/events/ozwater
Publisher: Australian Water
Resource Type: conference paper
Date: 2021
Description: A joint research project between Hunter Water and the University of Newcastle has been investigating the motivating and facilitating factors that influence water conservation behaviours across various customer segments. The research, which uses a combination of focus groups and surveys, has supported the development of targeted and effective marketing campaigns that have achieved a widespread reduction in water consumption across residential customers. Initial findings were incorporated into the design of a successful drought response campaign and the later transition to permanent water conservation measures. These campaigns contributed to monthly customer demand during the drought dropping by up to 25% and have since then helped maintain demand at levels 10% lower than expected even after the removal of water restrictions.
Subject: water conservation; consumer attitudes; customer segments; marketing campaign design; research partnerships
Identifier: http://hdl.handle.net/1959.13/1463992
Identifier: uon:46885
Language: eng
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