Students’ Attitudes Toward Tap Water: The Case of Seoul City’s Arisu

by

H.S. Yoo

Abstract

Recent years have witnessed vast numbers of people paying closer attention to various health issues. Young consumers are beginning to shun fast-food products in favor of healthy alternatives such as organic food and MSG-free products. This trend may also apply to drinking water. Producers of bottled water tempt consumers through attractive advertising and promotional campaigns, and as a result, bottled water has become the product of choice among consumers across the world. However, tap water can be just as pure and safe as any bottled water, and it is generally free. Therefore, consumers’ preference for bottled water may be a poor choice. In addition, adults’ drinking habits may be different from those of young individuals. However, previous studies have focused mainly on adult consumers of drinking water. In this regard, this study examines students’ attitudes toward tap water and investigates whether there is any gender difference in these attitudes by considering the case of Arisu, a brand of tap water supplied by the Seoul metropolitan government of Korea. According to the results, there was no significant gender difference in attitudes toward Arisu. In addition, both male and female respondents preferred bottled water to tap water. Further, both male and female respondents identified the smell of tap water was the most important factor influencing their decision to avoid tap water. The results have important practical implications for the Seoul metropolitan government as well as for other local governments wishing to promote their tap water.

Keywords: Seoul, Korea, Tap Water, Arisu, Student, Attitudes

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