Full Description

This paper discusses how water quality aesthetics can increase consumer confidence in utilities. Two types of analyses were done. In the first, results from seven consumer surveys were compared for systematic relationships between water quality aesthetics and perceived safety. This comparison demonstrated a positive association: surveys in which consumers reported fair/poor aesthetic quality were the same ones in which consumers had less favorable perceptions of the safety of their tap water and vice versa. The second analysis involved a detailed examination of data from a telephone survey of 935 southern California consumers, which showed that aesthetic quality, consumer trust in his utility, and whether the consumer believes his water meets drinking water standards were important for predicting consumer perceptions of safety. When aesthetic problems are common, improvements in aesthetic quality may be more effective for increasing confidence in the safety of tap water supplies than communication strategies.

Product Details

Published: 01/01/1999 ISBN(s): 1583210016 Number of Pages: 23File Size: 1 file , 230 KB