Would A Water Footprint Label Deliver Greater Accountability? A Case Study Examination within the Context of a Book Retailer and Related Parties

This chapter investigates the awareness of consumers to the water supply chain and if the introduction of water labelling information increases the degree of accountability. This research examines how fresh water can be traded as a direct physical entity or indirectly as part of the supply chain of a product. With greater pressure put on finite global resources, demand for this natural commodity is slowly overtaking supply. Fresh water is essential to life and its equitable management is critical in protecting the long-term survival of the World’s inhabitants.

This research uses a case study basis for the research undertaken and analyses what factors business decision-makers consider when making their choices. A bookshop has been used as the business context for this investigation. The research is based on a qualitative methodology and uses semi-structured interviews to gather the data. The findings indicate that water awareness is low amongst consumers and that water labelling information whilst being endorsed by consumers would only yield modest changes in buying behaviour patterns.

This research has been gathered using a small sample of the population, but in order to draw general conclusions it is recommended that the study be extended to include a variety of organisations located in different countries that are motivated by profit and not for profit objectives.