The resonance of messages about wastewater reuse: recommendations for environmental communication

Abstract

Numerous studies have examined the factors influencing public perception of the reuse of treated wastewater and have consistently identified sensitivity to contamination and feelings of repulsion as the most significant barriers to acceptance. However, far fewer studies have examined the positive arguments that can promote the acceptance of reuse of treated wastewater. This study investigates how individuals cognitively respond to media messages on this topic by testing the cognitive resonance of four news-like messages with different framing manipulations (N = 1040 adults). Depending on their framing, these messages elicited more or less negative responses from individuals concerned with pollution and personal health compared to those focused on sustainability and environmental benefits. These findings highlight the importance of tailoring communication strategies to different audience profiles. The recipients' responses also underscore why scientists, particularly chemists, need to adopt communication approaches that may feel counterintuitive to them in order to be persuasive. Based on these findings, this study suggests ways of designing messages that can effectively promote the reuse of treated wastewater among resistant social groups. Finally, broader lessons for environmental communication are drawn.