Residential response to urban drought in central California

One hundred residential consumers were interviewed in each of nine selected San Francisco Bay area water districts during the summer of 1977. Results showed that the water conservation and rationing programs mounted by these water districts were generally judged quite fair and effective by consumers. Fairness concerns focused upon allotments based upon people, and effectiveness concerns centered upon clarity and communication of the conservation plan. Data on water use showed the rationing programs to be very effective. A belief that the drought was a harbinger of the need for long‐term residential water conservation was most highly related to actual consumption. A majority of residents favored local rather than regional water conservation programs.