The Impact of Intangible Attributes of Tap Water on Consumer Attitude

In addition to population growth, the increase in irresponsible consumption and production causes soil, water, and air pollution. The increase in carbon emissions results in global warming, which brings heavy rain, drought, and famine to the agenda and makes sustainability a priority. Here, water scarcity is a subject that is carefully monitored for the future of the world. Ineffective and inefficient use of water is among the serious threats for the future of nations. This study examines the Consumers' tap water consumption behavior. As far as we are concerned, there is no study comparing tap water and bottled water consumption behavior in Turkey. In order to contribute to filling this gap, consumer perceptions towards tap water, which should be preferred to bottled water due to its being healthy, economical, and easily accessible, were investigated in this study. The research was conducted in the Fındıklı district of Rize. The data of the research were collected through surveys carried out with consumers determined by the convenience sampling method. The data were analyzed with the SPSS statistical program and PLS-based structural equation modeling. According to the findings, the perceived quality of tap water affects tap water consumption but does not affect the use of bottled water. Perceived risk of tap water affects the use of bottled water. Perceived risk is a precursor to perceived quality. Increasing the quality of tap water and reducing the risk can increase tap water use and decrease bottled water use. Tap water useage can be increased by making the necessary investments by the public authority and changing consumer perceptions positively.