Anonymized Survey Dataset on Sales and Marketing Influences on Brand Trust and Perception of Healthy Frozen Food Purchase Intention among Gen Z

This dataset contains anonymized questionnaire responses used to examine the relationships of Sales Channel (SC), Marketing Communication (MC), Brand Perception (BI), Brand Trust (BT), and Purchase Intention (PI) towards Healthy Frozen Food among Gen Z consumers. The dataset consists of Likert-scale responses for five constructs, totalling 24 items adapted from previous studies. All personal identifiers have been removed to ensure confidentiality. The upload includes the anonymized dataset, a codebook, and a README file.