A Model of Water Governance Based on Social Marketing: A Change of Public Attitude Towards Water Usage

Water shortages have turned into one of the most important issues in the Middle East and in particular for the Islamic Republic of Iran. The yearly water use in Iranian homes is twice the world average. It is for this reason that it is necessary to try and reform the usage pattern of Iranian households. Various studies have shown, the most significant reasons for excessive water usage is the public’s lack of education regarding correct water usage. Thus, the matter of water shortages must be assessed within the frameworks of societal systems and solutions, which encourage public participation, must be offered. These systems are referred to as Water Governance. In order to provide a suitable framework for correct water usage, the public’s knowledge in this regard and their participation must be increased and their outlook on water usage must also be altered. A suitable tool, which can be used to bring about public awareness and a change of attitude towards water usage, is to create a social market for it. The main aspect of social marketing is the voluntary alteration of societal norms.Social marketing uses the principles and methods of commercial marketing to create communication and a transfer of ideals aimed to affect the behavior of certain targeted people. Therefore, this study has taken into account the necessity of reforming Water Governance, and has analyzed the role of social marketing in changing the attitudes towards water usage and the voluntary participation of people in this initiative. A qualitative method was employed, previous studies were analyzed, and library sources were used. This study found, using new forms of technology to reduce water usage, placing penalties and rewards, making advertisements and informing the public, law reforms and policy changes, the role of families and schools, religious teachings and public organizations, the expansion of virtual societal campaigns, education and awareness, the participation of governmental and societal organizations, and public determination, are all issues that must be addressed within the framework of social marketing.