An international research initiative led by the Universitat Oberta de Catalunya (UOC) has recently brought to light groundbreaking insights into overcoming this resistance. At the heart of this innovation is a marketing strategy often associated with consumer goods rather than public utilities: influencer marketing. The study, spearheaded by Professor Inma Rodríguez-Ardura of the UOC’s Digital Business Research Group (DigiBiz), reveals that influencers on social media platforms, especially Instagram, wield a unique capacity to shape mental images through sensory and emotional content. This technique proves demonstrably more effective than traditional rational appeals when it comes to altering perceptions and encouraging acceptance of recycled tap water within urban contexts.

Recycled tap water, unlike bottled water or freshly sourced tap water, is produced through advanced treatment of wastewater, which is then reintroduced into the municipal water network. This water undergoes rigorous purification processes ensuring its safety and quality. However, an inherent “yuck factor” persists psychologically, rooted in an unconscious association of recycled water with contamination and uncleanliness. The UOC study, incorporating data from 800 Instagram users based in Barcelona and Phoenix, underscores that this visceral rejection is less to do with actual health risks and more closely tied to how the water is perceived and emotionally processed by consumers.

Traditional communication campaigns have typically relied on the dissemination of scientific data, infographics, and logical arguments stressing collective environmental benefits and cost savings. Yet, Professor Rodríguez-Ardura points out that these efforts consistently fall short of fully engaging the public. The abstract nature of sustainability, detached from immediate sensory experience, limits consumer motivation. Herein lies the power of influencer marketing: by transforming abstract concepts into emotionally charged and sensory-rich narratives, influencers help bridge the cognitive-emotional divide, making sustainability tangible and desirable.

The psychological framework underpinning this phenomenon is mental imagery—the mind’s ability to conjure vivid, sensory-rich experiences of events, objects, or feelings without direct external stimuli. Social media influencers harness this by crafting content that prompts spontaneous and elaborated mental imagery. Spontaneous imagery surfaces effortlessly, triggered by simple yet evocative stimuli such as videos showing an influencer enjoying recycled tap water on a sunny day. This content can automatically evoke sensations of freshness and refreshment, bypassing the need for elaborate rationalization. In contrast, elaborated imagery requires conscious reflection, such as calculating the environmental savings yielded by choosing recycled water.

One of the pivotal discoveries of the study is the sheer dominance of hedonic and sensory content over purely informative material in shaping mental imagery. While rational information lays the groundwork for understanding, emotional and sensory cues ignite desire and behavioral change. The strategic deployment of such content by influencers effectively dismantles psychological barriers by repositioning recycled tap water as a satisfying, refreshing, and enjoyable choice rather than a last resort born of necessity.

Further psychological depth in the study is provided through the concept of “transportation”—a state where individuals become deeply immersed in a narrative, experiencing it as though they are present within the story itself. Mental imagery serves as a critical trigger for this immersive experience. When consumers are transported into the influencer’s narrative, critical defenses are lowered, making them more receptive to the message and cultivating an enduring emotional connection. This immersive engagement enables consumers to metaphorically “taste” the benefits of recycling water, fostering favorable attitudes even before any actual physical consumption.

This interplay between mental imagery and transportation is especially vital, given the sensitive nature of recycled tap water as a societal issue. The emotional storytelling approach activates the consumer’s senses and feelings, creating a transformative experience that transcends mere information absorption. As a result, emotional resonance replaces skepticism, paving the way for sustainable shifts in water consumption habits.

Public institutions responsible for water supply and management stand to gain substantially by incorporating these insights into their outreach and education strategies. The research strongly advises moving beyond fact-based communication towards crafting campaigns that emphasize sensory appeal and emotional engagement. By deploying influencers skilled in evoking positive sensory experiences—highlighting the crisp taste, the refreshing quality, or the vitality associated with drinking recycled tap water—authorities can drive deeper acceptance and behavioral change.

Professor Rodríguez-Ardura emphasizes that public bodies must actively help consumers to envision and feel the positive properties of recycled tap water. This might take the form of influencer-generated content featuring idyllic outdoor activities, healthy lifestyles, and moments of refreshment centered around drinking water. The goal is to make the consumption experience emotionally attractive, seamlessly integrating the idea of recycled water into the consumer’s daily life and aspirations.

Beyond the domain of urban water management, the implications of this research extend into numerous other areas characterized by psychological resistance to beneficial public health or environmental measures. The UOC research team is expanding investigations into factors such as the authenticity and credibility of influencers, audience identification, and the balance between informative and hedonic messaging. Early indications suggest that activating mental imagery and transportation mechanisms may also prove effective in campaigns to encourage vaccination, recycling, climate action, and other socially critical behaviors.

The essence of this communication paradigm lies in making the intangible palpable and the abstract concrete. Instilling sustainable behavior, whether related to water, health, or environmental conservation, turns on the ability to evoke positive sensory experiences that trigger emotional buy-in. This shift from logic to feeling marks a new frontier in public engagement strategies.

Aligned with the UOC’s mission on digital transition and sustainability, the research contributes directly to the achievement of key United Nations Sustainable Development Goals, specifically SDG 6 (Clean Water and Sanitation) and SDG 12 (Responsible Consumption and Production). Strategically harnessing the power of mental imagery and influencer narratives offers a compelling template for future sustainability efforts worldwide.

The UOC’s interdisciplinary research ethos, encompassing over 500 researchers across digital, social, and environmental domains, reflects the pressing need for innovative approaches that marry technology, psychology, and societal challenges. Platforms such as the UOC’s Hubbik initiative further foster knowledge transfer and entrepreneurship, accelerating the translation of research insights into impactful, real-world applications.

This pioneering study not only reframes recycled tap water from a source of consumer hesitation to a symbol of desirable and responsible consumption but also underscores the potential of digital media and emotional storytelling as transformative tools in sustainability and public health communication.

Subject of Research: Influencer marketing and mental imagery as tools to overcome consumer resistance to recycled tap water consumption in urban water supply systems.

Article Title: (Not explicitly provided in the text)

News Publication Date: (Not explicitly provided in the text)

Web References:

• Universitat Oberta de Catalunya (UOC): https://www.uoc.edu/en
• UOC Digital Business Research Group (DigiBiz): https://recerca.uoc.edu/grupos/37376/detalle?lang=en
• DOI link to research article: https://doi.org/10.1108/BFJ-07-2025-0882
• British Food Journal: https://www.emerald.com/insight/publication/issn/0007-070X

References:
Rodríguez-Ardura, I., Meseguer-Artola, A., Ammetller, G. (2025). “Influencer marketing, mental imagery, and the sustainable consumption of recycled tap water.” British Food Journal. DOI: 10.1108/BFJ-07-2025-0882.

Keywords: Water treatment; Marketing; Social media; Influencer marketing; Mental imagery; Transportation; Sustainable consumption; Recycled tap water.

The importance of water supply systems cannot be understated. More than just a matter of convenience, water underpins public health, agricultural productivity, and economic vitality. In Pakistan, where population growth has outpaced infrastructure development, many households continue to grapple with unreliable access to clean water. This presents both environmental and social challenges, compounding the urgency for sustainable and scalable improvements. The study examines the socio-economic factors influencing households’ willingness to financially contribute toward enhanced water provision, an approach critical for policymakers striving to design viable, community-supported financing models.

By employing contingent valuation methods, Hayat and Waqas quantitatively analyze willingness to pay (WTP) as a proxy for community investment in water system upgrades. The contingent valuation technique allows researchers to capture the monetary value individuals assign to hypothetical improvements, offering a gauge of public demand and affordability. This approach also helps identify disparities in valuation linked to income levels, education, and access to existing services. The authors meticulously apply econometric models to dissect the determinants of WTP and interpret how household characteristics mediate willingness to contribute to infrastructural advancements.

The study’s case focus on Pakistan reveals unique socio-economic and geographical nuances affecting WTP. Pakistan’s water infrastructure suffers from fragmentation, outdated technology, and inadequate funding, especially in rural and peri-urban areas. These challenges are compounded by regional disparities in availability and the recurrent threat of water contamination. Hayat and Waqas highlight the interplay between perceived water quality and reliability and the propensity of households to allocate resources for improved systems. Their findings suggest that households experiencing frequent disruptions or quality concerns exhibit higher valuation for improvements, implying a direct correlation between service dissatisfaction and readiness to pay.

One of the seminal contributions of the research is its identification of income elasticity in WTP for improved water systems. The authors demonstrate that wealthier households tend to exhibit significantly greater willingness to pay, underscoring equity considerations in water infrastructure financing. This has profound policy implications relating to the design of tariff structures and subsidy schemes. If financing relies too heavily on uniform tariffs, lower-income households risk exclusion or disproportionate hardship. The study advocates for nuanced, income-sensitive pricing models that enhance affordability while maintaining financial viability for system operators.

Educational attainment emerges as another critical determinant in the study. Households with higher education levels tend to value improved water services more highly, possibly reflecting increased awareness of water-related health risks and benefits. This insight directs attention to the role of public awareness campaigns in increasing both demand and appreciation for upgraded water supply infrastructure. Promoting literacy and public health education could stimulate community engagement and support for investment initiatives, thereby ensuring sustainability.

Furthermore, the researchers explore the perceived trustworthiness and efficiency of water service providers. Trust in water utility agencies significantly influences household WTP, with skepticism diminishing financial commitments. The study underscores the necessity of transparent governance, timely maintenance, and effective communication channels to foster consumer confidence. Without institutional trust, households may doubt that their payments will translate into the promised service improvements, thus constraining financing efforts.

Hayat and Waqas also engage with the technological dimensions of water infrastructure upgrades. They argue that integration of modern, resource-efficient technologies not only improves supply reliability but also enhances public willingness to invest. Technological modernization—such as smart metering and improved filtration systems—can serve as tangible benefits that justify increased payments. The authors stress that such innovations should be accompanied by clear communication on benefits and costs to maximize acceptance.

From an econometric perspective, the analytical rigor of the study stands out. Utilizing a combination of regression analysis and robust survey methodologies, the researchers ensure validity and reliability in capturing household preferences. The large sample size across diverse urban and rural settings enhances generalizability. Their methodological framework offers a template for similar research in other developing nations grappling with water supply challenges.

Importantly, the study situates its findings within the broader context of sustainable development goals (SDGs), particularly SDG 6—clean water and sanitation. Ensuring universal access to safe and affordable drinking water requires multifaceted financial strategies that engage households as active stakeholders. The research supports the contention that viable financing must balance revenue generation with social equity and environmental sustainability.

Looking ahead, the study advocates for pilot programs that implement differential pricing and community engagement mechanisms based on empirical WTP data. Such programs could serve as experimentation platforms to optimize tariffs and service delivery models. The integration of participatory decision-making is posited as essential for aligning service improvements with community priorities and enhancing willingness to pay.

Moreover, the findings prompt reconsideration of traditional funding paradigms reliant on centralized government subsidies or donor aid. Instead, mobilizing local financial contributions, when guided by nuanced understanding of household valuation and capacity, can stimulate more sustainable investments. This bottom-up approach may also reduce dependency on fluctuating external funding streams, providing resilience in the face of economic or political shocks.

Critics may question the feasibility of implementing variable tariffs and income-sensitive pricing in contexts marked by administrative inefficiencies and corruption. Hayat and Waqas acknowledge these challenges but emphasize the critical necessity for institutional reforms alongside technical and financial interventions. Their data-driven insights arguably provide the evidence base necessary to galvanize such reforms.

This study’s implications extend beyond Pakistan, offering valuable lessons for other emerging economies confronting similar water infrastructure deficiencies. The conceptual and methodological approaches can be adapted to local contexts globally, advancing the twin objectives of equitable access and infrastructural sustainability. As the global demand for clean water escalates, such research assumes growing urgency.

In conclusion, Hayat and Waqas’s work represents a seminal contribution to the understanding of economic behavior relating to water utility financing. By elucidating the socio-economic variables shaping households’ willingness to pay for improved water systems, the study informs more equitable and effective policies. Its blend of technical sophistication and policy relevance positions it as a crucial reference for academics, practitioners, and policymakers committed to resolving one of humanity’s most vital challenges—ensuring universal access to clean, reliable water.

Subject of Research: Household willingness to pay for improved water supply systems in Pakistan.

Article Title: Households willingness to pay for an improved water supply system: a case study of Pakistan.

Article References:
Hayat, N., Waqas, M. Households willingness to pay for an improved water supply system: a case study of Pakistan.
Int Rev Econ 72, 30 (2025). https://doi.org/10.1007/s12232-025-00505-x

Image Credits: AI Generated