Title: Perceptual benchmarking study of personal water conservation and its global crisis within a healthcare environment

Authors: Alan D. Smith

Addresses: Department of Marketing, Robert Morris University, Moon Township, Pittsburgh, PA 15108, USA

Abstract: Droughts and lack of quality water supplies have become a worldwide phenomenon that has been accelerating within the last 50+ years. This crisis has created unusable grey water and greatly reduced needed water supplies for consumption and sanitation. It has become a global healthcare policy problem that must be solved. This research outlines the growing number of the population that is experiencing a shortage of potable water and analyses methods for reducing the severity of this problem. Based on an analysis of primarily a sample of the Great Lakes' population (n = 580), motivation concerning water conservation and water scarcity were examined. Each age group and gender were analysed and three hypotheses were tested to determine if these relationships among conservation variables were statistically significant. Unfortunately, most were not actively involved, just installing water-conserving fixtures in their home by a function of age, females and more educated are most concerned.

Keywords: cognitive dissonance theory; grey water; personal healthcare; pollution; water conservation; water infrastructure; water shortage.

DOI: 10.1504/IJBFMI.2025.148881

International Journal of Business Forecasting and Marketing Intelligence, 2025 Vol.10 No.4, pp.452 - 485

Received: 29 Mar 2024
Accepted: 13 Apr 2024
Published online: 30 Sep 2025 *

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