The use of recycled water is an effective approach that addresses water resource scarcity, its widespread adoption exerts far-reaching implications in terms of water scarcity and environmental protection. As direct users of recycled water, the public's attitude is of great importance to the implementation of the recycled water reuse project. As a renewable resource product, the price of recycled water is equivalent to the monetary cost consumers should pay for using recycled water. User comments are the most direct way by which consumers understand all pertinent details about recycled water and evaluate its quality. To more clearly identify the influence mechanism of price and user comments on the public's willingness to use recycled water, this study simulates the purchase scenario of recycled water from the perspective of consumers, takes the stimulus-organism-response model as the theoretical framework by using a 3 (experimental group:high price, medium price, and low price)×2 (review category:quality reviews and environmental reviews) eye movement-tracking experiment to explore the public's behavior mechanism in the purchase process of recycled water, and further analyzes the differences between public reuse behaviors under different prices. The results show the following:(1) The public's willingness to use recycled water is highest in the medium-price group, followed by the low-price group, and it is lowest in the high-price group; (2) The public tends to focus on negative comments in the decision-making process, whether the comments are from recycled water quality reviews or environmental reviews. In the low-price group, the public pays greatest attention to the comment content, while in the high-price group, the public pays least attention to the comment content. In the middle-price group, the public is more concerned about the environmental impact of recycled water reuse; (3) In the consumption process, user comments can influence the consumption mood, and consequently their willingness to use recycled water; (4) The price of recycled water plays a regulating role in the public's decision making process. In the low-price group, user comments influenced the public's willingness to reuse recycled water through a sense of arousal. In the medium-price group, user comments affected the public's willingness to reuse recycled water through pleasure, and in the high-price group, the impact path of user comments on the public's willingness to use recycled water is not significant. This study provides relevant scientific reference for the future promotion of recycled water and the optimal allocation of water resources.