Is it still the yuck factor? Public support and willingness to pay for municipal wastewater reuse in Oklahoma

Public reluctance remains a critical hurdle for implementing municipal wastewater reuse, particularly in politically conservative regions. This study examines impressions, support, and willingness to pay for wastewater reuse among the Oklahoma public using a mixed-methods approach. Contrary to prior expectations that the yuck factor would be a dominant predictor of public perceptions, our findings revealed that opposition and uncertainty are driven more by rational concerns, such as cost, perceived necessity, information provision, and trust in scientists, institutions, and technology, rather than the yuck factor. Notably, participants expressed strong support, with many willing to pay up to $30 more a month for the next decade to fund reuse programs. These insights suggest that effective communication, transparency, and trust-building may enhance public impressions and support for municipal wastewater reuse, offering a promising path forward for expanding reuse initiatives in politically conservative contexts.