Consumer Perception and Behavior Toward Water Supply, Demand, Water Tariff, Water Quality, and Willingness-To-Pay: A Cross Sectional Study

Urban water management is a critical subject for many developing countries; in Pakistan, urban water management faces challenges from weak regulatory frameworks, financial constraints, service interruptions, ailing infrastructure, rising population and climate change. Under the National Water Policy 2018, focus on urban water management envisions the incorporation of water metering and pricing as a measure to enhance water conservation and build climate resiliency measures. Investigation of the historical context for the capital, Islamabad, revealed failed prior attempts to integrate water metering and pricing. A mixed methods survey, found high dissatisfaction among the residential and commercial sectors for the municipal water service provided by the municipal authorities, with major complaints relating to service interruptions and claims of inequitable water provision. Spending on bottled water, tankers and private groundwater extraction indicated significantly higher willingness-to-pay for the provision of potable tap water; however, the concerns of residential and commercial sector remained lack of trust in municipal water suppliers. Those surveyed from the residential sector noted that the current water rate of PKR 400 was acceptable, despite over 50% of those surveyed spending more than PKR 500 on bottled water and tankers per month. Water conservation strategies remain little explored in terms of enforcement in the city, largely due to lack of market products and awareness among the population. Recommendations for improving water metering and pricing potential and resolving urban water management issues in Pakistan are presented.