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AbstractUnderstanding water demand and consumers' capacity for change is essential in underpinning water demand management and water efficiency programmes. This paper presents the outcomes of a qualitative study, which used discussion groups relating to water infrastructure with environmentally aware citizens in five London boroughs in the Lower Lea River Basin. The results showed a subtle interaction between users, water and technology. Users are generally unaware of their own water consumption. Individual perceptions of changes in water behaviour are constrained by habit and lack of knowledge about what changes can be made and how. Knowledge of environmental information was described as the inspiration behind making any changes. The paper concludes that access to information about water resources, infrastructure and conservation measures should be enhanced because although information sources are abundant, participants claimed they were inaccessible without considerable effort. Finally, an emphasis should also be put on helping the public form a more substantial part in environmental decisions.