Influence mechanisms of post-decision dissonance on public acceptance of recycled water reuse: evidence from eye-tracking experiments

ABSTRACT Amid the global water crisis, recycled water reuse has become a critical element of water security management and sustainable development, with its potential for efficient water resource utilization increasingly recognized. However, low public acceptance remains a significant obstacle to the widespread adoption of recycled water reuse initiatives. This study applies Festinger's cognitive dissonance theory to explore factors influencing public willingness to accept recycled water reuse, specifically examining how decision difficulty, episodic memory, and attitude change shape acceptance. Using eye-tracking experiments and surveys, this study employs partial least squares analysis to validate the behavioral mechanism of post-decision dissonance in influencing public acceptance of recycled water reuse. It addresses research gaps in previous studies, which often treat recycled water reuse acceptance as a stable attitude. It highlights how recycled water reuse, perceived as a ‘double-edged sword’ with both notable pros and cons, induces cognitive dissonance in public decision-making, thereby shaping people's attitudes toward its use. From a consumer micro-perspective, this study offers practical solutions to enhance public acceptance of recycled water reuse and provides valuable scientific insights to support its wider adoption.