Greywater reuse can allow substantial improvements in the efficiency of potable water systems. However, widespread uptake of greywater reuse depends on its acceptability by the population. Previous studies have assessed the implementation costs of greywater reuse technology, and considered its acceptability in principle. Although cost is clearly very important in terms of adopting/installing the technology, the actual perception of greywater reuse is crucial in driving the acceptability of use and the long-term success of the technology. This study uses discrete choice models to quantify, for the first time, the preferences of different socio-economic groups for greywater of different quality (colour, odour) and for different uses inside homes.