Overcoming psychological resistance toward using recycled water in California

We use data from a representative sample of adult Californians (N = 1500) to examine the relation between information and sociodemographic factors to the willingness to adopt recycled water in 10 different applications. We find that direct consumption or skin contact with recycled water stirs the strongest resistance. We conducted a randomized experiment to test how respondents would react to learning that there is large, existing, indirect potable use program in Orange County. While both messages boost support for almost all uses of recycled water, respondents still resist drinking, bathing and cooking with it. Contrary to some previous findings, the response to both information cues generally does not appear to depend upon level of education.