University of Maryland Extension

Will They Buy It? Consumer Willingness to Pay for Agricultural Products Irrigated with Recycled Water

Due to increasing stress on existing water resources, many farmers are considering
alternative water sources to maintain the long-term sustainability of production. One option
is recycled water, highly treated municipal wastewater that is then used for agricultural and
other beneficial purposes. Farmers have expressed interest in recycled water but want to
know if consumers would buy products made with it. This document is a summary of results
from economics experiments on consumer willingness to pay for agricultural products made
with recycled water, including how different types of information affect consumer
willingness to pay for these products.

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