The common in-group identity model enhances communication about recycled water

Abstract

Despite the potential of recycled water to provide a safe alternative water source, recycled drinking water schemes have met with community resistance that has undermined their implementation. The aim of the current study was to identify effective means of communicating information about recycled drinking water by drawing on the common in-group identity model. In an online, experimental study, we explored whether awareness of a common/shared superordinate identity could enhance the impact of information on public perceptions of recycled drinking water. The results showed that the communication of information increased participants' acceptance, perceived knowledge and positive emotions toward recycled drinking water and lowered their risk perceptions. Moreover, the results provide the first experimental evidence to show that the effect of information on recycled water was enhanced when the information was attributed to a scientist that shared a superordinate identity with participants, albeit only for those that identify strongly with the superordinate identity.