@misc{37001,
title = {Research Insights: Do Consumers Respond to the Average or Marginal Price of Their Water Bills?},
author = {Tojal Ramos Dos Santos, Carolina and Morais Guidetti, Bruna},
year = {2025},
doi = {10.18235/0013681},
abstract = {Consumers do not adjust their water usage to stay just under the limits where the marginal price goes up in their water bills, suggesting they are not actively watching those thresholds to save money. Households consistently using water within the lowest bracket reduce their usage when fixed fees (and thus average prices) rise, even though their marginal price remains zero. Overall, consumers seem to base their decisions on the total average price rather than on the marginal price per unit, suggesting that policies and analyses should focus on average price responsiveness.},
url = {https://doi.org/10.18235/0013681}
}