| Abstract: | Abstract: Many municipalities have implemented demand management of outdoor water use. Measures such as restrictions on lawn watering and promotion of xeriscaping are effective in reducing water demand during summer months, especially during dry spells. However, little research examines a key factor shaping the success of these programs: residents’ perceptions of and satisfaction with such conservation measures. This article describes an urban outdoor water conservation program in Guelph, Ontario, assesses that program from the perspective of residents, and explores socio‐economic, attitudinal and other factors associated with residents’ assessment of the program. A survey of Guelph residents revealed broad support for the program, which includes restrictions on various outdoor water uses and, under certain circumstances, a ban on lawn watering. However, there was much uncertainty among residents about the effectiveness of the program in reducing water use and the effectiveness of program enforcement. Key factors influencing residents’ assessment of the program were neighborhood, gender and environmental attitude. Implications for the design and implementation of outdoor water conservation programs are discussed, including the importance of better communication of information on program effectiveness and enforcement. |
