Water Quality Avoidance Behavior: Bridging the Gap between Perception and Reality

Water quality remains a significant issue and a source of serious health concern in the developing world. This paper investigates the water averting behavior at the household level by using a primary survey data from Siddharthangar, Nepal. While past studies have generally attributed averting behaviors to risk perception, we place a particular emphasis on the divergence between the household’s perception of their drinking water quality and the actual water quality level in driving the averting behavior. The findings indicate that the perception of the water quality affects a household’s decision to employ water treatment measures. Households that considered their water to be safe were less likely to treat their water. Furthermore, in addition to perception, the result also suggests the deviation between actual and perceived water quality level could also be a crucial element in the decision to employ water treatment measures. Households with divergence between risk perception and the objective water quality levels were less likely to treat their water and this result held across different specifications. In contrast, households with minimal deviation were more likely to employ treatment measures. Findings also suggest the source of drinking water, education level, income and the taste of the drinking water also drives the averting behavior.