ABSTRACT:

California's annual rainfall figures rank the state among the driest in the nation. Moreover, drought conditions across the state seem to occur now at more frequent intervals. Paradoxically, according to the US Geological Survey, California is the largest, per capita, consumer of water in the country. To avoid the worsening of an already tenuous balance between supply and demand of freshwater, water irrigation districts frequently embark on water conservation programs.

Whether de-marketing may be used to foster residential water conservation in drought-prone states such as California was the focus of this study. The study investigated customer awareness ...