| Water being the most vital element of nature, is therefore the very basis for all life on Earth. Water has become a matter of concern for the modern world and its International organizations, such as the UN- officially designating a yearly World Water Day observed on 22 March. Sustainable development will not be achieved without a water secure world. A water secure world integrates a concern for the intrinsic value of water with a concern for its use for human survival and well-being. A water secure world reduces poverty, advances education, and increases living standards. It is a world where there is an improved quality of life for all. In this paper, we discussed the students’ awareness and attitude towards water conservation. The quantitative data was collected using a well-designed questionnaire based on the previous literature. In this study, we used stratified sampling technique to collect the data from 400 students studying in various colleges of Kashmir valley. The data collected was analyzed using SPSS statistical package software. Results revealed that while most of the students had a favorable attitude towards water conservation, many of them gave no thought to the amount of water they consumed each day. It was found that the majority of participants did recognize the importance of water conservation but they did not necessarily conserve water themselves. Results showed that significant relations exist between perceived water consumption and actual water consumption. The students who could accurately estimate water consumption were found to have better water conservation consciousness and water conservation practices than those who would underestimate their water consumption. Female students understudy had significantly higher levels of awareness of water use than male students. Water related risks including water scarcity was discussed. |