Paper short abstract:

This paper considers the Theory of Blind Belief in Commodified Resources emerging from research on domestic water use during drought in southern England. Interactions with 64 households revealed their unique water habits and abilities to maintain normal usage despite ongoing water saving campaigns.

Paper long abstract:

In a Classic Grounded Theory study of 64 households in southern England during the 2010- 2012 drought, to maintain their belief in the constant availability of water as a commodified resource during times of scarcity, individuals were observed completing the basic social process of maximising options by ensuring there were widespread opportunities to access water, in all aspects of their daily life, despite being asked to conserve it. To achieve this, a number of conscious and seemingly sub-conscious ploys were used to justify a perceived personal ownership of natural water resources by virtue of being a water customer.

These observations provide a useful lens through which to view the management and use of water resources in an affluent society, where the provision of clean water, on-tap has become an integral part of everyday life that goes beyond being a vital resource for drinking and sanitation. The distinction between end-of-pipe user and customer is somewhat blurred in these circumstances and the creative application of personal sanctions during water saving campaigns, in the main act as barriers to effective water saving inside the home.

To achieve sustainable water provision these features of new modern life warrant careful consideration by water managers who may harbour similarly false beliefs about customer behaviours and willingness to conserve on demand.