We used a one-factor, three-level, between-subject design in which one third of the participants expressed purchase intentions for normally shaped food, one third for moderately abnormal food, and one third for extremely abnormal shaped food. To reduce potential demand effects, we refrained from mentioning the topic of food waste or food shape abnormalities when instructing participants in this study. In particular, we indicated that the study focused on evaluations of different fruits and vegetables. Depending on their condition, participants expressed their purchase intentions for normal, moderate abnormal, or extreme abnormal food items. These food items were presented as pictures to the participants, one by one; for each picture, participants indicated their buying intentions and completed a manipulation check. After the manipulation checks, we collected the environmental concern and social trust measures, as well as demographic information. Finally, participants were thanked for their participation.