Abstract
A questionnaire survey which used the rating scale method was carried out, and the cognitive models concerning the causal relationship between the constructs in risk perception on the quality of drinking water according to customer's trait was developed with the use of covariance structure analysis. It was revealed how the constructs in the risk perception, such as the amount of information on tap water quality, prescribe the sense of insecurity of drinking water quality. In addition, the influence of the customer's trait on the causal relationship between the constructs was investigated. The findings in this study suggest that risk perception on drinking water is significantly higher for female than for male in the community. As a result, it was shown that the customer's trait, such as the preference to bottled water or boiled water for drinking, differences in structure of cause and effect chains on the cognitive models were observed.
