Residential water choices: Assessing the willingness to adopt alternative water sources by examining risk perceptions and personal norms in Belgium

With escalating freshwater scarcity, transformative shifts in infrastructure, technology, and societal attitudes are essential. This study applies Protection Motivation Theory to explore how perceived water scarcity impacts individuals' willingness to reduce tap water consumption and increase the use of alternative sources in households. An online survey (n = 2623) in Belgium assessed acceptance of tap water, rainwater, and recycled greywater for various household activities. Sequential regression analysis examined the influence of threat appraisal, coping appraisal, personal norms, and socio-demographics on this willingness. The results indicate that willingness to conserve tap water is strongly driven by self-efficacy rather than risk appraisal. Conversely, willingness to use rainwater and recycled greywater depends on perceived future water scarcity, perceived self-efficacy, and personal norms. Perceptions of present water scarcity negatively influenced the willingness to use rainwater and recycled greywater, suggesting a boomerang effect. However, future water scarcity perceptions encourage the use of alternative water sources, providing a nuanced perspective. These findings provide valuable insights into the acceptance of alternative water sources and underline the importance of context-specific approaches, enhancing self-efficacy and personal norms to encourage the adoption of alternative water sources for household activities, ensuring effective freshwater conservation.