In this study, water consumers in seven northern Colorado communities were surveyed to assess public attitudes toward water conservation measures. Water conservation alternatives presented to the users included metering, price increases, restrictions on water use, restrictions on lawn size, and controls on population growth. The reuse of treated wastewater for potable purposes and the development of additional supplies were presented as water supply alternatives. All but one of the conservation alternatives, reuse for drinking purposes, were favored by more than half of the respondents. Consumers in communities with lawn watering restrictions were more willing to install water-saving devices or to change landscaping than were consumers in unrestricted communities. Metered customers strongly favored meters, and, to a lesser degree, flat-rate customers preferred the flat rate. Metered users also favored price increases, whereas flatrate users did not. Restrictions on population growth were preferred more strongly by rural and flat-rate consumers than urban and metered consumers. Respondents with less than a high school education or earning incomes of less than $15,000 per year more often opposed the various conservation alternatives. In addition, retired or disabled persons did not approve of such alternatives as price increases or installation of water-saving devices. Includes 8 references, tables, figures.