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Worldwide water scarcity has prompted governments to develop alternative water resources, and public acceptance plays a critical role in the implementation of recycled water projects. The aim of this study was to explore how public acceptance can be affected by people’s emotional responses to recycled water. In study 1, the general population was divided into four groups, clustering analysis with the intensity of various emotions was conducted, and the association between emotions and acceptance was explored. In study 2, the emotions, people’s acceptance, and “objects of care” of water treatment experts were compared with those of members of the general population for further study. We found that the objects of care shortened the psychological distance between individuals and recycled water, which led people to generate specific emotions to recycled water. In a broader context, the study suggested that various emotions motivate people’s behavior to accept or oppose the use of recycled water.

Promoting the use of recycled water is an effective way to solve the problem of urban water shortage. In order to promote the utilization of recycled water, this study identified the influential factors determining the differences between willingness and behavior to use recycled water for toilet flushing. Binary logistic regression models of willingness and behavior were analyzed and the data came from 1195 Beijing residents in communities where recycled water was available for toilet flushing. The results are as follows: First, the proportion of those willing to use recycled water (92%) was significantly higher than those who actually did so (35.2%); thus, higher willingness to use recycled water did not necessarily lead to higher using behavior. Second, different factors influenced willingness and behavior, with the willingness mainly influenced by cognitive and attitudinal factors, and the behavior dependent on external environmental factors such as the convenience of installation and promotion measures. Third, the convenience of the installation of recycled water facilities is the most important factor influencing both willingness and behavior, and inconvenient facilities are the main factor hindering the use of recycled water.

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