Interrupting the flow of water: Behavioural interventions and moments of change

Swaffield, Joanne, Whitmarsh, Lorraine ORCID: https://orcid.org/0000-0002-9054-1040 and Poortinga, Wouter ORCID: https://orcid.org/0000-0002-6926-8545 2023. Interrupting the flow of water: Behavioural interventions and moments of change. Institute of Water Journal 8 , pp. 4-5.

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Abstract

Climate change in the UK may lead to future droughts that will be longer, more frequent, and more acute than previously thought and, without effective intervention, a corresponding increase in per capita consumption. This article focuses on demand side, water management and the role that habit disruption could play in facilitating behaviour change. While there are many different strategies for changing customer behaviours voluntarily, research suggests that an individual is more likely to alter their everyday habits if we intervene during a period of transition or disruption in that individual’s life – a moment of change (e.g., having a baby, retiring, moving house). If water companies/utilities were to target an intervention at this juncture, it could lead to more sustainable, long-lasting water use behaviours. This article provides an overview of current approaches to behaviour change before presenting the habit discontinuity hypothesis and its relevance for water use and effective interventions. Drawing on examples and a case study, it illustrates how habit disruption can affect environmental behaviours in general and water use behaviours specifically. The research considers the significance and applications of this approach going forwards.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Architecture Psychology
Additional Information:	Institute of Water Journal
Publisher:	Institute of Water
Funders:	ESRC (ES/S012257/1)
Date of First Compliant Deposit:	20 February 2024
Date of Acceptance:	2 February 2024
Last Modified:	10 Jun 2024 21:33
URI:	https://orca.cardiff.ac.uk/id/eprint/166174

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