“…While the two models used in this paper differ in their structure and approach, they both share the key aim of capturing heterogeneity in preferences across consumers. The first, reported in Amaris et al (2021a), is a latent class (LC) model used to identify segments in the population with different behaviour/preferences according to their sensitivities to changes in the greywater service. The second, reported in Amaris et al (2021b), is a hybrid choice (HC) model used to capture the heterogeneity in preferences, based on individual characteristics and psychological constructs towards greywater.…”