Recycled or reclaimed? The effect of terminology on water reuse perceptions

Successful water recycling initiatives depend on public acceptance. In this study, we compared risk percpetions of water labeled as recycled or reclaimed.We recruited 1264 subjects in an online panel (Qualtrics) and randomly assigned them either treatment (recycled or reclaimed) water and asked about the contents and perceived risk. Participants in the reclaimed condition were more likely to perceive the water to have harmful ingredients compared to the recycled condition. The odds of direct use acceptance for those in the recycled condition are 1.41 times (or 41%) more likely than those in the reclaimed condition. Similar results were found for indirect uses. A major finding of this study is that terminology influences the perceived contaminants and risk of reused water. Prior studies have found strong evidence that the way reused water is communicated can influence public perception. Policy impilcations favor the use of recycled water, likely due to the positive connotation recycling has in the U.S. today.. •Reused water provides a sustainable strategy for water conservation.•The U.S. public generally perceives reused water with disgust.•The terminology used to label reused water may influence its perceived risk.•Reclaimed water was found to be less preferred than recycled water.