Reclaimed water has been identified as a viable and cost-effective solution to water shortages impacting agricultural production. However, lack of consumer acceptance for foods irrigated with reclaimed water remains one of the greatest hurdles for widespread farm-level adoption. Using survey data from 540 adults in the mid-Atlantic region of the U.S., this paper examines consumer preferences for six sources of reclaimed irrigation water and identifies statistically significant relationships between consumers' demographic characteristics and their preferences for each type of reclaimed water. Key findings suggest that consumers prefer rain water to all other sources of reclaimed water. Women are less likely than men to prefer reclaimed irrigation water sources and are particularly concerned about the use of black and brackish water. Consumers who had heard about reclaimed water before are more likely to accept its use. Drawing on evidence from survey and experimental research, this paper also identifies disgust, neophobia and health concerns as the key issues that lead consumers to accept or reject foods produced with reclaimed water. Finally, we identify avenues for future research into public acceptance of reclaimed water based on our analysis and evidence from prior research.

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Government conservation agencies that conduct reverse auctions traditionally provide a significant amount of public information about past auction results. This information includes not only the amount of money spent by the government but also can include the number of offers

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This paper provides a selective overview of the linkages and complementary topics in behavioral economics and agricultural adoption literatures. The goal of the paper is to identify likely directions for future research at the intersection of behavioral economics and agricultural adoption. This research agenda has potential for providing valuable insight for policymakers, researchers, and stakeholders in agriculture and beyond.