Perception of tap water quality: Assessment of the factors modifying the links between satisfaction and water consumption behavior.

Perception of tap water is subject to a wide range of factors and interactions. These include risk perception, tap water quality and organoleptic perceptions, microbiological and chemical quality, prior experiences, information sources, trust in water companies and other groups, and perceived control and contextual factors, among others. The objective of this study is to assess the factors that influence and determine citizen behavior regarding drinking water. A phone survey was conducted among 1014 citizens living in the city of Québec, Canada. Five different domestic water consumption profiles were elaborated according to the citizens' preferences and behavior. Descriptive statistics and mediation analyses were carried out to analyse the survey results and assess the factors modifying the links between satisfaction and water consumption behavior. Results show that drinking water quality could be loosely linked with overall satisfaction with tap water. The water consumption profile was strongly linked with satisfaction levels related to the taste, odor and color of tap water. We observed that the association between an individual's tap water satisfaction and water consumption behavior was mediated by the water treatment strategies applied at home (filtering, cooling), knowledge about drinking water quality and its production, and risk perception. The mediating effects were shown to be significant mainly among bottled-water-only and tap-water-only consumers. Future interventions that aim to encourage the population's use of tap water as a primary source should prioritize cooling and filtering tap water in their messaging, in order to improve population satisfaction. The reduction of risk perception through targeted information campaigns is also of primary importance for decreasing the number of citizens who exclusively drink bottled water.