Ranking of Cultural Methods for Optimal Domestic Water Consumption in Metropolitan Cities Using the Integrated Grey-AHP and Grey-TOPSIS Model

The scarcity of water resources and the increasing demand for household water, as a result of urban population growth, have made it difficult for the citizens to supply the water they need in metropolises. Therefore, it is necessary to reduce the amount of domestic water consumption in metropolitan areas using management and consumption control strategies. One of the most effective methods to modify the pattern of water consumption is changing the consumers’ behavior for efficient water use. (Social) Media advertising, establishing training programs for consumers (citizens), implementing effective training programs in schools, spreading educational brochures among water consumers and and billboard advertising are the most practical approaches to promote water saving behavior in metropolises. The aim of this study is to rank the mentioned methods in changing the water consumption behavior of the citizens. Evaluation and ranking of these methods are carried out applying the integrated method of Grey Analytic Hierarchy Process (Grey-AHP) and Grey-TOPSIS. In this study, Mashhad metropolis was selected as a case study. The results show that (social) media advertising and and billboard advertising are the most influential approaches for promoting the effective consumption of water in Mashhad. Distributing educational brochures, educational materials in schools, and establishing training programs for citizens are ranked second to fourth, respectively. Practical approaches to promote water saving behavior, which are easier to apply, are more appropriate and have a greater influence on reducing water consumption.