Using hybrid choice models to capture the impact of attitudes on residential greywater reuse preferences

The reuse of treated greywater in a residential setting could contribute substantially to easing problems with water scarcity. This paper argues that preferences relation reusing for different uses within the home vary across households and can be driven at least part by psychological constructs, such as attitudes perceptions, which might appear irrational face value from an economic perspective. To better understand heterogeneity behaviour context, data stated choice survey were analysed using hybrid model latent variables, allowing us incorporate measurable characteristics decision makers well other elements cannot measured directly (e.g. towards reuse). Our results provide evidence on greywater, about choices among individuals uses. suggests acceptance linked back mainly underlying attitudes, all except drinking. knowledge used input evaluate diffusion strategies increase acceptability focused messages its direct (i.e. bill savings) indirect benefits (environmental benefits, security, autonomy).