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Water Stewardship vs. Product Attributes: Consumer Tradeoff Study
Measures how consumers weigh responsible water use against price, quality, and other product attributes. Designed for consumer panels to quantify sustainability-driven tradeoffs and identify the attitudinal and contextual drivers behind willingness to pay for water stewardship.
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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.
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Sample questions
A preview of what’s in the template. Every question is editable before you launch.
21 questions · ~10 min
Q01
Multiple Choice
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
Q02
Dropdown
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
Q03
Opinion Scale
Companies have a responsibility to minimize water use across their supply chains.
Scale: 1 – 7
Min:Strongly disagreeMax:Strongly agree
Q04
Opinion Scale
I would switch to a competing brand if I learned a company I buy from wastes water.
Scale: 1 – 7
Min:Strongly disagreeMax:Strongly agree
Q05
Opinion Scale
Reducing water waste in manufacturing is just as important as reducing carbon emissions.
Scale: 1 – 7
Min:Strongly disagreeMax:Strongly agree
Q06
Opinion Scale
I trust companies that claim to practice responsible water stewardship.
Scale: 1 – 7
Min:Strongly disagreeMax:Strongly agree
Q07
Multiple Choice
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
Q08
Ranking
When choosing between similar products, rank the following factors from most to least important to you.
- Price
- Quality/performance
- Brand reputation
- Water stewardship
- Convenience/availability
Drag to rank
Q09
Opinion Scale
How important is price to you when choosing everyday products?
Scale: 1 – 7
Min:Not at all importantMax:Extremely important
Q10
Opinion Scale
How important is quality/performance to you when choosing everyday products?
Scale: 1 – 7
Min:Not at all importantMax:Extremely important
Q11
Opinion Scale
How important is brand reputation to you when choosing everyday products?
Scale: 1 – 7
Min:Not at all importantMax:Extremely important
Q12
Opinion Scale
How important is water stewardship to you when choosing everyday products?
Scale: 1 – 7
Min:Not at all importantMax:Extremely important
Q13
Opinion Scale
How important is convenience/availability to you when choosing everyday products?
Scale: 1 – 7
Min:Not at all importantMax:Extremely important
Q14
Multiple Choice
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
Q15
Multiple Choice
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)
Q16
AI Interview
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.
Q17
Dropdown
What is your age?
- 18–24
- 25–34
- 35–44
- 45–54
- 55–64
- 65+
- Prefer not to say
Q18
Multiple Choice
How do you describe your gender?
- Woman
- Man
- Non-binary
- Prefer not to say
Q19
Dropdown
In which region do you currently live?
- Africa
- Asia
- Europe
- North America
- Oceania
- South America
- Prefer not to say
Q20
Dropdown
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
Q21
Dropdown
What is your current employment status?
- Employed full-time
- Employed part-time
- Self-employed
- Student
- Homemaker/caregiver
- Retired
- Not employed
- Prefer not to say
Message
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.
What’s included
AI follow-ups
Adaptive probes on open-ended answers that pull out detail a static form would miss.
Attention checks
Built-in safeguards against rushed answers and low-quality respondents.
AI-drafted copy
Wording, ordering, and branching written by the AI — tuned to your research goal.
Auto report
Themes, quotes, and a plain-English summary write themselves once responses come in.
Why this template
What this template is built to do — we found no directly comparable template from other survey tools to review.
What sets it apart
- Includes multiple opinion-scale questions specifically probing attitudes toward water stewardship, brand trust, and switching behavior tied to water waste—not generic sustainability items.
- Uses a ranking exercise plus paired importance-rating scales (price, quality, brand, water stewardship, convenience) to quantify relative attribute weight, not just single-item sentiment.
- Includes an AI follow-up interview question that adaptively probes each respondent's stated tradeoffs and reasoning, going beyond static close-ended willingness-to-pay questions.
- Captures purchase-category context and category-specific willingness-to-pay questions, then layers standard demographic profiling (age, gender, region, education, employment) for segmentation.
Frequently asked questions
What questions are in the “Water Stewardship vs. Product Attributes: Consumer Tradeoff Study” template?
The template includes 21 ready-to-use questions, starting with: “Which of the following product categories have you purchased in the past 3 months? Select all that apply.” · “When shopping for everyday products over the past 3 months, how often did you think about how those products affect wate…” · “Companies have a responsibility to minimize water use across their supply chains.”. The full set is previewed above, and every question is editable.
How long does this survey take to complete?
Respondents typically finish the 21 questions in about 10 minutes.
Can I customize this template?
Yes — every question, answer option, and the ordering is editable before you launch. You can add or remove questions, or ask the AI editor to rework the survey around your research goal.
Is this template free to use?
Yes. Open it in the editor and start customizing right away — no account required to try it, and the free plan covers launching your survey.
Ready to launch?
Open this template in the editor. Every part is yours to change before the first respondent sees it.
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