Water Stewardship vs. Product Attributes: Consumer Tradeoff Study

Welcome and thank you for participating in this research study. This survey explores how people make everyday shopping decisions. It should take approximately 7–9 minutes to complete. Your participation is entirely voluntary, and you may stop at any time. There are no right or wrong answers — we are interested in your honest opinions. All responses are confidential, will be anonymized, and reported only in aggregate. By continuing, you indicate that you have read the above and agree to participate.

Which of the following product categories have you purchased in the past 3 months? Select all that apply.

• Bottled beverages
• Fresh produce
• Household cleaning products
• Personal care/beauty
• Clothing/footwear
• Home appliances
• Consumer electronics
• Pet care
• None of the above

Companies have a responsibility to minimize water use across their supply chains.

When choosing between similar products, rank the following factors from most to least important to you.

1. Price
2. Quality/performance
3. Brand reputation
4. Water stewardship
5. Convenience/availability

Based on your responses throughout this survey, please share any additional thoughts about how water stewardship influences your shopping decisions and what, if anything, would change your behavior.

What is your age?

• 18–24
• 25–34
• 35–44
• 45–54
• 55–64
• 65+
• Prefer not to say

Thank you for completing this survey — your responses have been recorded and will be used in aggregate to better understand consumer preferences. We appreciate your time.

When shopping for everyday products over the past 3 months, how often did you think about how those products affect water resources?

• Always
• Often
• Sometimes
• Rarely
• Never

I would switch to a competing brand if I learned a company I buy from wastes water.

How important is price to you when choosing everyday products?

How do you describe your gender?

• Woman
• Man
• Non-binary
• Prefer not to say

Reducing water waste in manufacturing is just as important as reducing carbon emissions.

How important is quality/performance to you when choosing everyday products?

In which region do you currently live?

• Africa
• Asia
• Europe
• North America
• Oceania
• South America
• Prefer not to say

I trust companies that claim to practice responsible water stewardship.

How important is brand reputation to you when choosing everyday products?

What is the highest level of education you have completed?

• Some high school
• High school or equivalent
• Some college/associate degree
• Bachelor's degree
• Postgraduate degree
• Prefer not to say

In which product categories, if any, is responsible water use most important to you when making a purchase? Select all that apply.

• Beverages
• Fresh produce
• Packaged foods
• Personal care/beauty
• Clothing/footwear
• Household cleaning products
• Home appliances
• Electronics
• Other (please specify)
• None — water stewardship does not influence my purchases

How important is water stewardship to you when choosing everyday products?

What is your current employment status?

• Employed full-time
• Employed part-time
• Self-employed
• Student
• Homemaker/caregiver
• Retired
• Not employed
• Prefer not to say

How important is convenience/availability to you when choosing everyday products?

How much more, if anything, would you be willing to pay for a product with strong water stewardship credentials compared to a standard alternative?

• I would not pay more
• 1–5% more
• 6–10% more
• 11–15% more
• 16–20% more
• More than 20% more
• Not sure

Which of the following would most influence whether you would pay more for a product with better water stewardship? Select all that apply.

• Independent certification (e.g., Alliance for Water Stewardship)
• Clear data on water savings/impact
• Trusted brand commitments and reporting
• Local community water benefits
• No confidence in water-related claims
• Budget constraints/price sensitivity
• Comparable alternatives at lower price
• Product performance must be equal or better
• Other (please specify)