Reducing Water Consumption on a Student Campus Through Communication Campaigns

Abstract

Water management is a significant component of ensuring the pursuit of sustainable goals in an organization. Universities are known actors committed to developing responsible behaviors in students, including water consumption. The present research investigates the changes in student water-related behaviors in campus living, due to an information and persuasion campaign that took place in the oldest university in Western Romania. The research is based on a quantitative statistical approach highlighting the changes in students’ self-perceived importance allocated to water use and water saving, due to a communication campaign that took place on campus premises, with over 6000 residents. The pre- and post-campaign questionnaire rendered over 800 valid responses, ensuring the representativeness of the results for the given campus. The campaign described in the research targeted raising students’ awareness of sustainability issues and nudging pro-environment behaviors. The water management component of the campaign aimed at reducing water consumption in student campus living without affecting cleanness and personal hygiene, by making better use of the existing resources. Students responded positively to nudge messages for the reduction in showering time and a better use of laundry machines. The campaign led to a measurable reduction in water waste, but the results need to be reinforced through new campaigning, to maintain the water-saving behavior in the student population.