Understanding receptivity to recycled water: mitigating risks and overcoming social reticence for sustainable adoption

Purpose This study investigates university campus affiliates' perceptions and acceptance of recycled wastewater. It examines the impact of regulation availability, water quality, service and psychological risks, trust in recycled water and the moderating effect of social reticence on receptivity across different applications. Design/methodology/approach The research employed a concurrent mixed-methods design including a focus group and cross-sectional survey. Data from 14 focus group interviews and 550 questionnaires were collected and analyzed. Findings The qualitative findings show that participants recognized that recycled water sources affect perceptions of quality and reuse potential. Students are often confused about recycling, mistaking it for natural sources like rain or seawater, whereas staff correctly link it to previously used water. However, the quantitative findings reveal that the availability of regulations significantly enhances receptivity toward recycled water across all uses. Research limitations/implications The findings imply that on university campuses, perceived risk, trust, regularity clarity, and social hesitation play a role in shaping acceptance of recycled water across different usages. Practical implications The findings provide insights for universities and policymakers to design awareness initiatives and communication strategies that encourage the acceptance and use of recycled wastewater in university campuses. Originality/value This study offers original insights into the acceptance of recycled water within Arab university communities, emphasizing cultural and informational influences that are rarely examined in sustainability research. It identifies perceived water source and knowledge of the recycling process as key determinants shaping acceptance and use.