“…To ensure that laws, regulations, and policies contribute to making these systems more attractive and to remain successful over time, an understanding of the key determinants of consumer preferences is essential (Mukherjee & Jensen, 2020). Several studies on water reuse have empirically demonstrated that there is heterogeneity in preferences and that this is mainly linked to socio-demographic characteristics, and other psychological constructs (Amaris et al, 2021;Oteng-Peprah et al, 2020). The starting point of our work is that even within the same sociodemographic group, differences in preferences may exist, in terms of which (if any) uses of greywater are desirable, and what the role of the appearance of the water is (Amaris et al, 2021).…”