Know its worth? Factors affecting the social acceptability of water reuse: A mixed methods planned behavior model

Due to strong demographic pressure, rapid urban development, and climate change, water demand is increasing while usable freshwater supplies are being depleted. The reuse of treated wastewater (RTWW) is one of the avenues currently being explored to ensure the quantitative and qualitative security of the water supply. The interests for social acceptability emerged with risk management approaches and the subsequent debates on the role of technical progress, the implementation of major development projects, and their consequences for the environment between the late 1970s and early 1980s. The purpose of this article is to identify the factors that influence the building of RTWW acceptability. This study was carried out in southern France. It combines a quantitative survey on behavior related to engaging in RTWW, based on Ajzen's theory of planned behavior, with a qualitative socioeconomic study aimed at understanding representations and beliefs regarding RTWW. The findings show that a lack of knowledge about RTWW and the implementation of only a few RTWW projects result in a normative gap and a perceived lack of control. In addition, trust in managers and public authorities, the quality of treatments, as well as risks perceptions – particularly those relating to health – significantly influence intentions to engage in RTWW. Lastly, several factors such as emotions, types of uses, and environmental awareness play an underlying role by helping build perceptions of water reuse, trust in relevant stakeholders, and more accurate perceptions of risks.