In the context of an increasing societal demand for transparency in parallel with rapidly increasing numbers and concentrations of substances found in drinking water, this paper investigates how different drinking water customers perceive their tap water quality, and possible risks involved. Empirically, the paper draws on results from a representative survey, a series of interviews and focus groups conducted in the Netherlands, applying both a traditional and modern segmentation approach based on four types of perspectives (“aware and committed”, “down to earth and confident”, “egalitarian and solidary”, and “quality and health concerned”). Although in general it was found that people’s trust in tap water is high, certain groups are more concerned about water quality and health effects than others. It was shown that transparency and the availability of more information about water treatment and quality would contribute to increasing customer trust. It was also observed that, at least in the Netherlands, people have a larger trust in drinking water companies than in other institutions. Therefore, instead of referring to standards made by other institutions, it is recommended that water companies themselves provide information on water quality and emphasize their treatment procedures.

How Risk Perception Shapes Drinking Water Trust

Trust in drinking water is not a monolithic attitude. It is segmented by demographic, cultural, and informational factors. Studies across Europe and North America consistently identify four primary consumer archetypes: aware and committed consumers who actively monitor quality reports; down-to-earth and confident pragmatists who default to institutional trust; egalitarian and solidary community-minded users who prioritize equitable access; and quality and health concerned consumers who perceive elevated risk even when water meets all regulatory standards.

Research from the Netherlands Water Authority, corroborated by US EPA consumer studies, shows that transparency is the primary lever for building trust across all segments. When water utilities publish real-time contaminant data, disclose treatment chemicals, and communicate proactively about infrastructure upgrades, even the most skeptical consumers shift toward higher confidence levels.

From a technical standpoint, the most trusted water systems combine multi-barrier treatment including coagulation/flocculation, sedimentation, granular media filtration, UV disinfection, and chlorination with third-party certification programs such as NSF/ANSI 60 for treatment chemicals and NSF/ANSI 61 for system components. AMPAC USA designs its commercial and municipal reverse osmosis systems to remove over 99% of dissolved solids, heavy metals, and biological contaminants, providing utilities and facility managers with quantifiable, reportable data that directly supports consumer trust-building efforts.

Water quality reporting under the EPA Consumer Confidence Rule requires annual disclosures, but research demonstrates that annual reporting is insufficient. Consumers who receive quarterly or monthly updates via digital channels report 23 to 41 percent higher confidence scores compared to those receiving only annual reports. Organizations that invest in real-time monitoring and customer-accessible dashboards consistently outperform peers in consumer satisfaction indices.