...Ebru Surucu-Balci; Bercim Berberoglu Purpose This study aims to understand pumpkin waste awareness among people by converting unstructured quantitative data into insightful information to understand the public's awareness of pumpkin waste during Halloween. Design/methodology/approach To fulfil...

... awareness was limited, disclosing participation in unethical behavior did not influence WTP for the firm's products. When public awareness was high, disclosing this negative information is even more beneficial than no disclosure and generates similar responses to including only positive elements...