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    Wasted Pumpkins: A Real Halloween Horror Story

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    surucu-ebru_and_berberoglu_2022.pdf (389.4Kb)
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    Publication date
    2022
    Author
    Surucu-Balci, Ebru
    Berberoglu, B.
    Keyword
    Pumpkin waste
    Halloween
    Food waste
    Social media analytics
    Peer-Reviewed
    Yes
    Open Access status
    openAccess
    
    Metadata
    Show full item record
    Abstract
    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 the study's purpose, we extracted Halloween-related tweets by employing #halloween and #pumpkin hashtags and then investigated Halloween-related tweets via a topic modelling approach, specifically Latent Dirichlet Allocation. The tweets were collected from the UK between October 25th and November 7th, 2020. The analysis was completed with 11,744 tweets. Findings The topic modelling results revealed that people are aware of the pumpkin waste during Halloween. Furthermore, people tweet to reduce pumpkin waste by sharing recipes for using leftover pumpkins. Originality/value The study offers a novel approach to convert social media data into meaningful knowledge about public perception of food waste. This paper contributes to food waste literature by revealing people's awareness of pumpkin waste during Halloween using social media analytics. Norm activation model and communicative ecology theory are used for the theoretical underpinning of topic modelling.
    URI
    http://hdl.handle.net/10454/18780
    Version
    Accepted manuscript
    Citation
    Surucu-Balci E and Berberoglu B (2022) Wasted Pumpkins: A Real Halloween Horror Story. British Food Journal. Accepted for publication.
    Link to publisher’s version
    https://doi.org/10.1108/BFJ-07-2021-0823
    Type
    Article
    Collections
    Management and Law Publications

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