Branding water

被引:20
作者
Dolnicar, Sara [1 ]
Hurlimann, Anna [2 ]
Gruen, Bettina [3 ]
机构
[1] Univ Queensland, Brisbane, Qld, Australia
[2] Univ Melbourne, Melbourne, Vic, Australia
[3] Johannes Kepler Univ Linz, A-4040 Linz, Austria
基金
澳大利亚研究理事会; 奥地利科学基金会;
关键词
Public acceptance; Branding water; Positioning water; Perceptions of water; Attitudes towards water; Communicating about water; RECYCLED WATER; DRINKING-WATER; TAP-WATER; PERCEPTION; QUALITY; TASTE;
D O I
10.1016/j.watres.2014.03.056
中图分类号
X [环境科学、安全科学];
学科分类号
08 ; 0830 ;
摘要
Branding is a key strategy widely used in commercial marketing to make products more attractive to consumers. With the exception of bottled water, branding has largely not been adopted in the water context although public acceptance is critical to the implementation of water augmentation projects. Based on responses from 6247 study participants collected between 2009 and 2012, this study shows that (1) different kinds of water specifically recycled water, desalinated water, tap water and rainwater from personal rainwater tanks are each perceived very differently by the public, (2) external events out of the control of water managers, such as serious droughts or floods, had a minimal effect on people's perceptions of water, (3) perceptions of water were stable over time, and (4) certain water attributes are anticipated to be more effective to use in public communication campaigns aiming at increasing public acceptance for drinking purposes. The results from this study can be used by a diverse range of water stakeholders to increase public acceptance and adoption of water from alternative sources. (C) 2014 The Authors. Published by Elsevier Ltd.
引用
收藏
页码:325 / 338
页数:14
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