"Eat cooked, drink boiled" - A study on Vietnamese household usage behaviour

Abstract: Vietnam is a country that is characterized by a dense river network, experiencing a rapid economic growth, and still faces challenges with supplying enough water for the residents due to increased pollution levels. With water being perceived as one of the most stressed resources today, there is a need of understanding water usage behaviour. To fill in the gap in knowledge and provide a better understanding of the attitudes and the perceptions of household consumption behaviour could be a key to water savings on local and global levels. This field study was carried out in Hai Phong, the third largest city in Vietnam, as the potential of generalizing the result to other fast-growing cities and urban areas of the country was identified. In order to reach an improved understanding of water usage behaviour, the field study was of multi-design nature and was conducted by combining semi-structured interviews, water-diaries and observations. The results show that water usage behaviour is strongly determined by interpersonal trust issues which in most cases lead to an excess water consumption. The lack of trust did however also generate a cautiousness in water treatment routines, which could turn into a water savings behaviour. Other factors that affect water usage behaviour were seasonal aspects and cultural traditions perceptions. Despite the interpersonal trust issues, the institutional trust proved to be greater than expected while the role of marketing and information-based messages proved to influence behaviour. Based on this, water authorities have the potential of encouraging behaviour changes in upcoming challenges.