The irony of use-water-wisely: qualitative research evidence from the proponents of water use behaviour

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There are limited qualitative studies on attitudes and behaviours toward water conservation in middle- and low-income countries. This study explored water conservation attitudes and behaviours of participants using a qualitative descriptive method, involving interviews with conservation experts. Respondents perceived water conservation as an efficient use of water to preserve it for future generations. While all respondents were conscious of water use at home when they were paying, reactions varied when someone else was paying. Some remained conscious of water use in such scenarios, while others were not, citing reasons such as human tendency to free-ride, lack of training on water conservation, and lack of experience with drought. This study aligns with the objectives of Ghana's National Water Policy and Sustainable Development Goal 6, which aims to ensure the availability and sustainable management of water for all. The findings suggest that respondents are more conscious of water use when the opportunity cost of water use is non-zero. Policymakers are urged to prioritise public education on water conservation to address these issues.

• Instilling water conservation in children can have a positive influence on their water conservation behaviours.

• People tend to abuse water when they are not paying for it.

• Educating people on water conservation is crucial.

• Consciousness is critical for experts to maintain their positions as advocates of water conservation.

• Experts must serve as role models to other experts and remind them about water conservation.