“But I have always had the greenest lawn in my neighbourhood” – When what is taken for granted becomes rare : A qualitative study of how municipalities communicate sustainable use of drinking water

Abstract: During the past three years, substantial parts of Sweden have experienced a decrease in the groundwater levels, whereas some geographical areas were more affected than others. Requests from the government, counties and municipalities have been sent out to the citizens, to attract attention, increase awareness and decrease the use of drinking water. The communication strategies have looked different in the municipalities depending on their water situation, prerequisites and resources. This study aims at explaining how five municipalities in Jönköping county communicate with their citizens regarding water resources and use of drinking water. The five participating municipalities are; Jönköping, Mullsjö, Habo, Värnamo and Eksjö. Jönköping county is one of the counties that were affected by the low groundwater levels, if so to varying degrees, which is the reason the study focuses on Jönköping county. Therefore, the purpose of this thesis is to examine how municipalities communicate in relation to intervention strategies, to create a behavioural change regarding the use of drinking water among citizens. Intervention strategies were analysed in the study to compare the municipalities’ communication work and have been used as an analytical tool during the process. Intervention strategies can be separated into antecedent strategies and consequence strategies to change behaviour. The antecedent strategies consist of commitment, information, goal setting and modelling, and consequence strategies consist of feedback, rewards and prompts. A combination of multiple strategies has been proven to create a more extensive impact, and behavioural change can, in that way, easier be accomplished. A total number of seven interviews were performed for collection of data. Two communication managers from Värnamo and Eksjö municipality participated, and five Water and Sewer Manager from Jönköping, Mullsjö, Habo, Värnamo and Eksjö municipality. An important factor that has been taken in consideration is that the municipalities take their water from different sources and in that way are affected in various extensions of the low groundwater levels. In that way, the municipalities have communicated the question of water differently. The result of the study shows that ongoing communication work regarding the use of drinking water is done, mostly by spreading information. Two municipalities use multiple strategies in their spreading of communication. The result also shows that there is no underlying communication work regarding a decrease in the use of drinking water. Instead, it has been demonstrated that the communicative work takes place when a crisis occurs.