This study demonstrates the effects of framing safety precautions on the presentation of a controversial product (recycled water [RW]) to the inhabitants of two Greek towns by asking them whether they would visit various configurations of a public park irrigated with RW. The same questions
are posed in an additional version augmented with a safety alert. Among many others, results mainly show that willingness to visit (WTV) a park irrigated with RW or willingness to pay for RW decrease when respondents are confronted with the safety statement that ‘the irrigated parts
are isolated and have been properly marked for the visitor so that he/she does not come into touch with RW’. Moreover, WTV does not decrease when there is previous experience with the park. The upgrade of RW from secondary to tertiary treatment is valuated only when safety alerts are
present. The paper yields promotion insights useful for relevant utilities, organizations, and governments which are interested in forming a social marketing mix for this product while contributing to the theoretical and empirical understanding of framing effects with their experimental demonstration
in the two case studies.
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water reclamation safety framing effects;
willingness to pay;
willingness to visit
Document Type: Research Article
Department of Environmental Engineering,Democritus University of Thrace, Xanthi, Greece
Department of Languages, Literature and Culture of Black Sea countries,Democritus University of Thrace, Komotini, Greece
School of Science and Technology, Hellenic Open University, Patras, Greece
Publication date: 2013-02-01
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