Making waves against the norm: Introducing chlorine-based water treatment in Indonesia

Data show that over 90% of households across Indonesia boil their drinking water. This is a success story of the Government of Indonesia that has historically promoted boiling as the main water treatment method. Recent studies show, however, that boiled water in a majority of households continues to be contaminated with E.coli. An alternative method to boiling that prevents recontamination is a chlorine-based treatment technology (Air RahMat) that has been promoted by the Aman Tirta program since 2006. What are the chances of the new product being adopted in a strong normative environment that favors boiling?

Using Normative Social Behavior Theory we monitored the adoption process of, and normative change regarding the new technology in program communities. We used focus group discussions with men and women and interviews with community leaders and health promoters in 6 districts across Indonesia; and conducted social network analysis.

Results showed that boiling as the only method is challenged by the current socio economic situation in Indonesia. Increased perceived benefits of the new technology moderate the role of normative behavior among women who prefer an economical and practical method to provide safe drinking water for the family. Continued use of this technology however will depend on the support that these women get from family members, their social network, and from community leaders who contribute in validating this normative transition.

Recommendation: Community leaders and other trusted sources need to show their open support for the new technology to increase confidence and trust among new users.