Consumer Perceptions After Long Term Use or Alternative Irrigation Water: An Israeli Field Experiment

Abstract

This study provides the first revealed preference estimates of Israeli’s willingness-to-pay for produce irrigated with alternative water. It also investigates how exposure to information about the benefits and risks of recycled water affects these preferences. Results show that Israeli’s prefer produce irrigated with conventional water over any type of alternative water, and that preferences for alternative water varies by type. Exposure to information about the risks of recycled water increases consumers’ willingness-to-pay for produce irrigated with desalinated water. These results indicate there may be limits to how high consumer demand for alternative water can rise even after long term implementation.