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This paper aims to show how property rights predominantly shape discussions about the governance of natural resources and thereby neglect questions of (collective) identities and alternative solutions to govern natural resources. The purpose is to introduce narratives as an alternative approach to the discussion about the governance of natural resources.

Guided by the question of how we acquire property and what that tells us about our understanding of to whom natural resources belong to, the paper reviews the history of property rights by looking into property theories starting from Thomas Hobbes, John Locke, Adam Smith, Immanuel Kant and Pierre-Joseph Proudhon. It then takes a closer look at The Economics of Ecosystems and Biodiversity (TEEB) study and the Nagoya Protocol with regard to property rights. Second, the paper introduces the concept of narratives surrounding property rights in the past and present.

Property rights are a social concept dominant in the industrialised world. This has strong implications when looking at the way indigenous people look at natural resources. Mostly, property rights are unknown to them or alternative concepts exist. Yet, documents such as the Nagoya Protocol or the TEEB study presuppose an understanding of property rights originating in European property concepts. A narrative approach to property rights introduces new ideas and looks beyond legislation and policies at the stories people tell about property and natural resources, at property stereotypes and identities and what this might entail for future natural resource governance.

The paper fulfils a need to find alternative approaches to govern natural resources against the background of global environmental challenges.

This study aims to elaborate on the interface between water scarcity and consumption and, specifically to focus on, how consumers’ perceptions and views towards (un)sustainable water consumption can inform the development of sustainable water practices and environmental policies.

A qualitative methodology was adopted, consisting of 34 in-depth interviews with consumers, in four cities in the United Kingdom (UK). The semi-structured interviews sought to examine sustainable water consumption practices in more depth within an unexplored context, and secondary data were also used to explore the phenomenon in more depth.

The findings provide novel theoretical and empirical insights around the invisibility and imperceptibility of (un)sustainable water consumption. The findings suggest how interdisciplinary and collaborative practices can enhance more responsible and sustainable consumption of water resources in the UK.

The study can inform marketing strategies on community engagement with localised water sustainable actions and encourage policymakers to develop concrete marketing communications and increased public awareness regarding water scarcity.

Considering the slow growth of water scarcity, the findings can prompt marketing scholars to explore similar phenomena, within seemingly unaffected countries, urban centres, industries and marketplaces.

Previous studies focused on the measurement of household water consumption in the water-scarce context of the Southern Hemisphere. Challenging geographical perceptions of water shortage, this study focuses on the UK and highlights how the multidimensional, finite and invisible nature of water consumption requires collaborative efforts in tackling water scarcity.