Consumers’ evaluation of flushable products with respect to post-disposal effects in wastewater infrastructures

Abstract

Many consumer products, such as toilet papers (TPs) and moist wipes, are marketed as “flushable,” but evidence that they do not harm sewer infrastructure is insufficient. Consumers have little basis to know if the flushable product that they buy cause harm to sewerage. This study explores how consumers assess TPs, a primary flushable, with respect to post-disposal risks. Face-to-face interviews with 450 families with diverse socioeconomic profiles indicated that TP quality attributes for consumers follow the order of technical/functional characteristics (i.e., softness, water absorbency, and sewer performance), product price, and image attributes (i.e., brand recognition, packaging, and advertisements). TP consumption rates increase along with socioeconomic development, and plateaus around 10 kg/person-year. ANOVA was used to test four sets of hypotheses on how product attributes influence purchasing decisions of consumers with various demographics. For example, sewer performance of TPs is important for university graduates, and high-income consumers, who are likely to integrate this information into their purchasing decisions, while consumers with primary education are likely to neglect disposal instructions (e.g., “Do Not Flush” signs). Suggestions are offered to manufacturers, retailers, consumers, and public leaders to protect wastewater systems, municipal funds, and family budgets.