Public rejection of recycled water hinders the application of recycled water use projects in green communities. An effective information outreach strategy could help to overcome this obstacle. This study used message frames and reference points as control variables to design experimental materials and conduct eye-movement experiments to determine the effect of different information promotion strategies. The results of the study show that: (1) compared with the loss frame, the gain-framed messages are more effective; (2) self-referencing messages are more suitable for recycled water use promotion than other-referencing messages; (3) message frame (gain vs. loss) and reference point (self vs. others) have an interactive effect on the public’s information cognitive behavior; (4) the average duration of fixations for advertising message plays an intermediary role in the path of message frame and reference point jointly influencing the public acceptance. This study provides managerial implications for determining information dissemination strategies for applying recycled water-use projects in green communities.
Building sufficient recycled water infrastructure is an effective way to solve problems related to water shortages and environmental degradation, and is of great strategic significance for saving resources, protecting the ecological environment, and promoting sustainable social and economic development. Although recycled water is environmentally friendly, the public is still skeptical about its use, which has led to the failure of a large number of recycled water infrastructure investments; therefore, increasing the public’s willingness to re-use is critical for the construction of recycled water infrastructure. To identify the influence mechanism of user comments on public re-use behaviors, we conducted an eye-tracking experiment in China. The results demonstrated that (1) perceived usefulness, perceived quality, and perceived risk have significant impacts on the public’s willingness to buy; (2) user reviews can enhance the public’s perceived usefulness of recycled products and increase their willingness to buy; and (3) in the process of consumption, the public tends to pay attention to negative reviews, where user reviews alter the perceived risks and perceived prices of recycled products, thereby affecting the willingness to buy of consumers. This study provides a scientific reference for the construction of recycled water infrastructure and the further promotion of recycled water.
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