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.

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Despite the often emphasized importance of water awareness, and notwithstanding the fact that calls for increasing public awareness are becoming commonplace, most studies do not define the concept, let alone operationalise it into measurable units. This is, however, essential to measure and evaluate efforts related to water awareness such as public campaigns, customer communication and behavioural interventions. To address this gap, we conceptualise, operationalise and assess tap water awareness, hereby differentiating between cognitive awareness (head), affectional awareness (heart), and behavioural awareness (hands). In parallel, we also differentiate between tap water quality, quantity and system. By building on a variety of contemporary conceptual insights in literature and a series of expert interviews, an assessment framework is developed. A cohesive set of nine awareness components are identified and operationalised into a set of tangible questions which are put to the test in a large-scale online survey (n = 1003) in the Netherlands, applying both a traditional and modern segmentation approach based on four types of perspectives (‘quality & health concerned’, ‘aware & committed’, ‘egalitarian & solidary’, and ‘down to earth & confident’). Based on the analysis of the results of the first empirical application of our tap water awareness assessment framework, we conclude that—with a score 53.5 points out of 100—tap water awareness in the Netherlands shows ample room for improvement. Interestingly, most significant variations in awareness are generally not related to sociodemographic factors but rather apply to the four customer perspectives on drinking water that are based on people’s subjective views and preferences.