Assessment of the factors shaping the public's perception of physical and virtual water: A case study of Korean households

Water demand management is a crucial approach for ensuring sustainable water supply. To ensure an effective water demand management, it is essential to have a good understanding of public perceptions of water use. In this study, we examined the perceptions of water use and virtual water of Daegu inhabitants in South Korea, with a focus on understanding their sociodemographic characteristics, water-saving behaviors, environmental attitudes, and accuracy in estimating water use and virtual water content. The results indicated that the majority of respondents were aware of the need for water conservation but exhibited only moderate engagement in watersaving behaviors. They consistently underestimated their water use across various activities (portable drinking water, shower, toilet flush, laundry and car wash), indicating a lack of understanding regarding the magnitude of water consumption. Similarly, respondents had limited awareness of the virtual water content in different products, with inaccurate perceptions of water-intensive products. Sociodemographic factors such as gender, education level, annual income, and family size significantly influenced perceptions of water use, while environmental attitudes played a significant role in the perceptions of both water use and virtual water content. The study highlights the need for educational initiatives to enhance public awareness and understanding of water use and virtual water, particularly in addressing misconceptions and promoting sustainable water management practices. While the findings are specific to Daegu city, they provide insights that can inform water management strategies in other cities globally.