Attitude And Behavior

Singaporean's Water Conservation Attitudes and Behavior
A recent survey conducted by National Climate Change Secretariat (NCCS), showcased that Singaporeans do care about climate change (Cheam, 2012). This shows that Singaporeans have a positive attitude towards nature, and nature encompasses water too. In this section, we will be looking into Singaporean’s attitude and behavior towards water conservation.

Attitudes and Behavior
Attitudes are defined as evaluative reactions to behaviors based on beliefs about the behaviors (Clayton & Myers, 2009). However, having an attitude does not imply that the individual will follow through with the behavior. For instance, an individual may have a concern attitude towards nature but the individual may not necessarily behave in a way that indicates their concern towards nature. The individual may persist in water wastage for instance. Attitudes are more likely to affect behavior when they are strong, based on personal experience and salient (Clayton & Myers, 2009).

In the Theory of Planned Behavior, it indicates that behavior is shaped by several factors (Ajzen, 1991). The three factors are attitudes, subjective norms and perceived control. Subjective norms are defined as approval of behaviors by important referent individuals. Perceived control is how the individual perceive the ease of performing the behavior. If all three factors are fulfilled, the individual is likely to follow through with the desired behavior.

About the Survey
The survey was taken and edited from a study conducted on Australians for their water conservation behavior and attitude (Hurlimann & Dolnicar, 2010).

The purpose of the survey is to obtain Singaporeans’ attitude and behavior towards water conservation. The survey is conducted online. Altogether, 56 responses are obtained. The mean age of the respondents is 23.  

Results
Most (41.07%) of the respondents indicated that water conservation is indeed an important environmental issue in Singapore.

This may be due to Singaporeans being constantly exposed to news regarding Singapore’s water supply. As mentioned by Renn et al. (1992) on “social amplication and attenuation”, the social media has an impact on the
public’s awareness on societal concern, and the concern may be amplified based on how the media has framed the risk.

Diagram 1: Important Environmental Issue In Singapore

Attitudes to water conservation                                                                                                                                                                                                                                                  Respondents were asked if they agree to the series of 12 questions on water conservation. The table below showcases the agreement levels.

Statement
Agreement, % (frequency)
Water conservation is important
100 (56)
Water conservation is necessary because of lack of water scarcity
100 (56)
More attention to water conservation is needed
96 (54)
I conserve water whenever I can
89 (50)
It is a challenge to convince others to conserve water
83 (47)
I could make more effort to conserve water
94 (53)
I advocate water conservation among my family and friends
67 (38)
I have experienced limited water supply before
58 (33)
I feel no pressure to conserve water at the moment
53 (30)
Water shortage issues don’t affect me
8 (5)
I am not concerned at all with water conservation
10 (6)
Water conservation isn’t my responsibility
7 (4)
                                     Table 1: Attitudes to Water Conservation 

Based on the results, it suggests that Singaporeans have positive attitudes toward water conservation. All of the respondents indicated that water conservation is important and that water is scarce in Singapore. A high percentage indicated that more attention should be given to conserve water (96%) and that many could make the effort in water conservation (94%). This positive attitude towards water conservation could be due to the fact that many had experienced limited water supply before (58%). Undergoing such an experience may enhance the attitude of the individual. As indicated by Kempton & Holland (2003), experiencing environmental damage can strengthen an environmental identity and make it salience, thus having an effect on the attitude.

Though Singaporeans have a positive attitude towards water conservation, more initiatives should be carried out to strengthen this attitude. The survey’s result indicates that 53% feel no pressure to conserve water at the moment. This implies that Singaporeans maybe complacent with the sufficient supply of water. Complacency may lead to discrepancy between attitude and behavior of water conservation. Another reason for the complacency attitude of Singaporeans is that they believe that Singapore will have a lower probability of water shortage, thus they ignore the hazard (Slovic et al, 1978). This will have an effect on water conservation.

Water conservation practices
Respondents were asked if they implement the series of 9 water conservation measures. The table below showcases their response. 

Conservation Practice
Yes, % (frequency)
I make sure that the taps do not drip
98 (55)
I use minimal water for cleaning
82 (46)
I only use the washing machine when it is full
73 (41)
I take short showers
64 (36)
I have a dual flush toilet
58 (33)
I use water efficient showerheads
60 (34)
I collect water from shower/sink/bath for use elsewhere
55 (31)
I collect water when it rains
14 (8)
I don’t conserve any water
10 (6)
                                       Table 2: Water Conservation Behavior


As can be seen, the main water conservation practices in Singapore are making sure that the taps do not drip (98%) and using minimal water for cleaning (82%).

There is a need to further educate Singaporeans on water conservation practices. It can be seen that slightly more than half of the respondents collected water from shower/sink/bath for use elsewhere (55%). And only 14% of the respondents collect water when it rains, for other usage.

Though all of the respondents indicated having positive attitude towards water conservation, not all of them act in accordance to their attitude. This can be seen from the result. This may be due to the difficulty of performing the particular behavior, as indicated in the Theory of Planned Behavior (Ajzen, 1991). Possible explanation for this would be that respondents might not know on how to carry out the behavior.

Initiatives by Public Utilities Board (PUB)
Lastly, the survey seeks to find out on Singaporeans’ awareness on PUB initiatives.

Over the years, PUB has been carrying out initiatives to encourage Singaporeans on water conservation. Initiatives that have been rolled out include educating the public on water conservation behavior via commercials as well as through TV programme, having exhibitions on water conservation, and carrying out the Water Efficiency Labelling Scheme (WELS). 


Diagram 2: Are you aware of any initiatives by Public Utilities Board?
From the above diagram, it is evident that not many are aware of the initiatives carried out by PUB. More need to be done to increase the awareness level such as broadcasting water conservation practices available on various channels such as advert on public places, television and radio.