Perhaps the San Jose State University survey was correct. (see earlier post).
A story in today's San Diego Union Tribune points out that consumers are snapping up water conservation rebates so fast, the program operated by my former employer is running out of cash.
According to the people quoted in the story, they want water-saving devices and products because (a) they understand the value of water conservation and (b) it saves money in the long run.
These were the two prime motivating factors among respondents to the San Jose State survey.