The findings from our multinational study that surveyed the attitudes of about 3800 people from 16 different countries, are now published in Science of the Total Environment and available here: https://doi.org/10.1016/j.scitotenv.2020.144438.
Highlights:
– Cross-cultural & country-level factors explanatory of respondent attitudes identified
– Respondents had positive intention overall but were unwilling to pay price premiums
– Social norms and cognitive awareness of urine’s benefits & risks featured strongly
– Building consumer trust via context-specific messaging can improve acceptance
Our main findings are best summarised by this picture below, which shows the strengths of association for factors explaining attitude of food consumers towards human urine as fertiliser. Factors are grouped by demographics, social norms, benefit/risk perception, substances that respondents believed are normally excreted in urine, and environmental outlooks. Dots are proportional and indicate the strength of association (Cramér’s V values); dashes indicate categories that could not be analysed due to insufficient data.
Picture inserted shortly.
Contact: Prithvi Simha