Recycled and desalinated water: Consumers' associations, and the influence of affect and disgust on willingness to use.

Traditional water sources are increasingly coming under pressure from urbanization, population and industrial growth as well as climate variability and alternatives such as desalinated and recycled water will need to be considered in the future. However, available data indicate that consumers are apprehensive about these alternative water sources, with many reactions centered on disgust. It is not clear though, whether trait or state disgust is responsible for these disgust reactions. Secondly, the associations the public has with desalinated and recycled water are not well described, even though knowledge of these associations would provide the holistic understanding required for addressing perceptions. Using respondents from Australia and South Africa, therefore, this study investigated the associations people have with recycled and desalinated water, as well as the influence of affect, institutional trust, cultural/religious beliefs, water scarcity, and demographic variables, on willingness to use (WTU) these waters. The results show that whereas recycled water is associated with negative affect from notions of disgust, desalinated water is often thought of in terms of minerals, or as "simply water". We also found that affect was the most significant predictor, and that state disgust as well as trait disgust influenced WTU. Together these data suggest that disgust-related rejection of is likely due to the disgust elicited by the waters rather than disgust-proneness of individuals. It is plausible, therefore, that efforts to induce positive affect through making salient positive associations e.g. NEWater in Singapore, may increase WTU.