Publication Details

This article was originally published as: Dolnicar, S & Saunders, C, Marketing Recycled Water: Review of Past Studies and Research Agenda, in Khan, S.J., Muston, M.H. & Schaefer, A.I. (eds.), Integrated Concepts in Water Recycling 2005, Wollongong, 14-17 February 2005, 181-192.


A review of past marketing-related research in the area of recycled water has been conducted. Findings are reported within the main areas of past research: willingness to adopt different forms of usage of recycled water, concerns of the general public towards the use of recycled water, the socio-demographic profile of early adopters, strategies to increase acceptance and adoption of recycled water in communities, perceived benefits among users of recycled water. The limitations of prior studies are reviewed and gaps identified, leading to recommendations for a future marketing-related research agenda to support public acceptance of recycled water in communities