It's all about the functionality: Psychological determinants of acceptance of energy efficient water taps in freshwater abundant urban areas

Abstract Global climate changes will intensify the competition for fresh water. Technologies for reducing household tap water consumption may be an effective measure for sustainable water consumption. However, such technologies may come with a potential perceived reduction in comfort. This field study thus examines whether and how tenants, who live in apartments in water abundant areas and have a standard cost for water included in their rent, accept reduction in tap-water comfort over a six-month period of technology familiarisation, A repeated questionnaire study (n = 38) was conducted to mesasure changes in acceptance and perceived functionality of water efficient faucets over time. We also tested to what extent motivational factors posited by the value-belief-norm (VBN) theory accounted for acceptance of hands-on experiences in the early-stage of familiarisation. Unlike the familiarisation hypothesis, our results show decreased acceptance for bathroom and kitchen faucets mediated by impaired perceived functionalities (in flow and temperature). No such changes were observed for shower faucets. Moreover, while the casual chain hypothesised by the VBN theory (i.e., moving from values to awareness of consequences to a personal norm of water conservation) is shown to account for acceptance, no ascription of responsibility is disclosed. Overreliance and boundary conditions for familiarisation effects are discussed.