Implicit and Explicit Biases for Recycled Water and Tap Water

Increasing use of recycled water to irrigate agricultural products and decreasing consumption of bottled water are important components of sustainable water management practices and consumer-driven efforts to improve water security and quality. However, consumers frequently discount agricultural products irrigated with recycled water relative to products irrigated with conventional water and place a premium on bottled water relative to tap water. This study measures consumer attitudes regarding recycled water and bottled water to understand more fully the reasons behind these preferences. We conduct two studies involving 2,616 adult consumers in the United States designed to measure consumer attitudes and preferences: the use of recycled water versus conventional water to irrigate food products and tap water versus bottled water for drinking. In each study, implicit attitudes are measured using an Implicit Association Test as well as explicit attitudes. We find that respondents have negative implicit attitudes regarding recycled water compared to conventional water and tap water compared to bottled water, and a negative explicit attitude toward recycled water. Tap water and food grown with recycled water were believed to be less healthy to consume and less tasty, although these are believed to be more sustainable options. Beliefs about water attributes (i.e., healthfulness, taste, and sustainability) are associated with attitudes, and both beliefs about attributes and attitudes are associated with preferences for products. Further, we find that respondents’ stated preferences are consistent with their implicit and explicit attitudes.