IMPORTANCE OF PUBLIC TRUST IN WATER SUPPLY AUTHORITY FOR IMPROVING THE ACCEPTANCE OF TAP WATER IN YANGON CITY

抄録

 Public water supply services in Yangon started in 1842 since British colonial period, however the practice of drinking tap water is uncommon until this moment with public distrust on water supply infrastructure. Yangon city development committee is upgrading the tap water system in accordance with greater Yangon water supply improvement project. At the same time, they are looking for the solutions to improve public acceptance of tap water. Trust is generally assumed to be an essential precondition for improving the consumer’s acceptance of goods. This study aims to provide insight into relationship between trust in water authority and public risk perception on consuming tap water and the mediating demographic factors of this relationship using the questionnaire. It is conducted in central business district area, the heart of Yangon, with the highest population density in which to understand demographic transition in Yangon city. According to our findings, public risk perception on drinking tap water was greatly influenced by level of trust in water authority. In addition, some demographic variables such as gender and family size also had significant impacts on public risk perception on drinking tap water.