A study of consumers awareness, concern and willingness to pay in water issues in Malaysia

Abstract

Malaysia is a country rich with 189 river basins that contributes to an estimated annual water resource of some 900 billion cubic metres. However, Malaysia still faces serious water problem that has led to unsustainable development such as over emphasis on water supply management, high rates of water usage, water pollution, low water tariffs and public apathy in relation to water use and conservation. The objectives of this paper are to examine domestic water consumers' awareness and concern in water issues and their willingness to pay for water services. The research methodology is based on primary data and secondary data. Primary data is collected via questionnaires and face to face interviews with respondents (domestic water users) from February to December 2012. Reviews of books, articles and journals are sources of secondary data used. Based on the information collected, awareness, concem and willing to pay for water are evaluated. Results indicate that Malaysian have low awareness and concern in water issues. This is because water rates in Malaysia are amongst the lowest in the world. This has not encouraged water conservation but instead led to water wastage and overuse, both of which undermine the sustainability of water resources. However, the good news is that Malaysian had high willingness to pay for improve water qual~y and services. This indicates that water service providers can raise water tariffs that can be used to improve water quality and services.