The Study of Perception, Attitude and Behavior of Water Users in the Service Areas of the Metropolitan Waterworks Authority to Design an Innovative Communication Campaign to Promote Perception Regarding the Quality of Tap Water

Abstract

        This research aims to study perception, attitude and behavior of water users living in the service area of the Metropolitan Waterworks Authority. The findings of the study were then used to design an innovative communication campaign to promote the perception of tap water quality supplied by the Metropolitan Waterworks Authority. This study is qualitative research, employing focus group interviews with four groups of water users, which are Generation X water users, early Generation Y water users, late Generation Y water users, and Generation Z water users. The study found that each group of the interviewees showed similar perceptions toward the quality of tap water. The quality of tap water is perceived to be “good” at the production point, but perceived to be at the “middle” level when the water is delivered through the pipes, and the perception drops to the “middle to low” level at the place of usage, which is the faucet. Most water users admitted that they did not have any knowledge about the process of water production. Regarding the attitude towards drinking tap water supplied by the Metropolitan Waterworks Authority, the interviewees feels that the smell, the color and the taste of tap water all contribute to the negative attitude and lack of trust in the quality of tap water, hence no intention and behavior of drinking tap water. The interviewees suggested that the communication campaign should focus on building trust in the quality of tap water in every step of the production process, from the water resource to the households, using both traditional and online media. Several water users believed that opinion leaders can be influential in getting the message across effectively.