Outdoing the Joneses: Understanding community acceptance of an alternative water supply scheme and sustainable urban design

► The research examined acceptability of a non-potable groundwater supply scheme in two new Australian suburban developments. ► Water scheme acceptable if aesthetic degradation is uniform across households. ► Sustainable urban design features important yet not common in households. ► Perceived neighbourhood norms a barrier to adoption. ► Developers and planners need to challenge current norms to encourage pro-environmental behaviours.