An Opportunistic Field Experiment in Community Water Conservation

This quasi-experimental, seven-year study evaluated the effectiveness of an educative versus a price structuring approach to the strategic management of domestic water consumption. The Knowledge, Attitudes, and Behavior scales of the Water Survey Questionnaire (Watson, Moore, McLachlan, Bradley & Murphy, 1988) measured the effects of the two strategies on water conservation. Two thousand six hundred parents, teachers, high, and elementary students in cross-sectional and longitudinal samples were measured in three data gathering rounds at the first, fourth, and seventh years. In the educative phase between the first and second rounds, water conservation increased. Although there was no significant change in behavior, some decline in positive attitudes and intentions occurred during the price structuring phase between the second and third rounds. The implications of these findings are discussed in relation to other studies. Findings on the stability of inter-group and inter-variable relationships and on the consistency of the measuring instrument across time are also presented and discussed.