Modeling and Dynamic Simulation of the Public’s Intention to Reuse Recycled Water Based on Eye Movement Data

Abstract

The public’s rejection of recycled water has seriously hindered the promotion of recycled water. Individual intention and decision-making behavior will be affected by group decision-making behavior. To clarify the interaction mechanism of the public’s intention to reuse recycled water from the perspective of group decision-making, this study used an eye-movement experiment with a recycled water consumption scenario simulation to obtain the influencing factors and data related to purchase decisions and used the ABM (agent-based modeling) method to simulate the interaction effects of the group’s intention to reuse recycled water in a combination of three influencing factor scenarios: sales volume, quality evaluation, and environmental evaluation on the Netlogo platform. The results showed that (1) quality reviews have a significant effect on the intention of the group to reuse recycled water, followed by sales, and environmental reviews have the worst effect; (2) in the two-factor interaction, the intention of the group to reuse recycled water was significantly improved, and the public’s intention to reuse recycled water was highest under the influence of good quality reviews and high sales; and (3) under the combined influence of the three factors of high sales, good quality reviews, and good environmental reviews, the public’s intention to reuse recycled water was the highest, but the effect was slightly different from the influence of two factors: good quality reviews and high sales. This study aimed to provide a scientific basis for the promotion policy of recycled water reuse.