AN ANALYSIS OF RESIDENTS' PREFERENCE ON WATER USE SYSTEM AND ITS FACTORS IN THE ARAKAWA-RIVER WATERSHED

Abstract

 This study focused on environmental, social and economical aspects of water use system in watershed, and the preference of each resident was estimated by ACBC (Adaptive Choice Based Conjoint Analysis). In addition, the diversities of their preferences and the factors that cause variety of the preference are analyzed. From ACBC result, four segments of residents can be found in the target area. The biggest segment (including 41% of residents) does not emphasize any aspects, but the 2nd (including 23%), 3rd (including 21%), and 4th (including 12%) segments emphasize "operating cost", "ground subsidence", and "safety of tap water", respectively. While no significant correlation was observed between the segments and demographics like gender, age or resident area, psychographics like the consciousness of environmental issues, waterfront in neighborhood and tap water clearly explain the reasons why their preferences have been formed.