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.
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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)
|
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?
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