Adoption of water conservation measures is one-way water utilities and community are able to reduce the demand on finite water resources by a growing population, and adaptively manage the impacts of episodic droughts. To deliver effective and least cost water conservation programs in the future, utilities need to better understand what drives people’s choices to adopt or not adopt water-wise behaviours, technologies and services. Agent-based modelling techniques provide an opportunity to use data and survey results to design and deliver products and services that will maximise their uptake.

This paper develops a pilot model which demonstrates the potential to use agent based modelling to evaluate the potential level of success of potential future water conservation programs or identify ways to improve the adoption existing programs. It also supports and demonstrates the potential for agent-based modelling approaches to provide quantifiable evidence based on data and referenced, justifiable assumptions.