Abstract
This article takes us into the world of municipal solid waste entrepreneurs, revealing how public awareness campaigns and behavioural change efforts intertwine with entrepreneurial endeavours. Through conversations with 11 key participants-entrepreneurs from four geopolitical zones of Nigeria and a senior management figure from the Lagos State Waste Management Authority-I hear firsthand accounts of the challenges they face and their strategies to transform waste into opportunity. Guided by the theory of planned behaviour, this study sheds light on how these entrepreneurs perceive the role of public awareness in shaping waste management behaviour and driving business innovation. From their stories, a common theme emerges: the need to educate the public about responsible waste practices while developing creative business models that engage communities. Concepts like "freemium-to-premium" offerings are explored as ways to break through psychological barriers and inspire wider participation in waste management initiatives. These voices illustrate how awareness campaigns are not only about fostering environmental responsibility, but also about creating pathways for entrepreneurial growth, ultimately contributing to a more sustainable and circular economy. This study contends that public awareness extends beyond mere knowledge; it acts as a form of infrastructure in its own right. Rather than being just an end goal, awareness becomes a vital foundation in the pursuit of improved waste management practices, serving as a key driver for meaningful environmental action.