ABSTRACT
Bottled water is now widely available for sale, and its consumption has risen dramatically over the past 15 years. The growth in bottled water is infl uenced by three principal public concerns: declining quality from often overworked municipal water supplies, possible toxic contamination of groundwater sources, and a generally increased interest in personal health. Bottled water has also become a “must have” fashion accessory for many consumers. There is a public perception that bottled water is safe, natural, and free from additives such as fl uoride and chlorine (Robertson, 2006). Wilk (2006) discussed the ways that the rich cultural meanings of water are used in marketing and branding, and the forms of consumer resistance that oppose bottled water as a commodity. In his view, the contrast between tap water and bottled water can be seen as a refl ection of a contest for authority and public trust between governments and corporations, in a context of heightened anxieties about risk and health. He concluded that bottled water is a case where sound cultural logic leads to environmentally destructive behavior.
