Survey data on social cynicism, perceived greenwashing, conspicuous consumption motives and consumer trust in sustainable clothing brands

Overview Cross-sectional consumer survey data collected within the research project "Opportunities in the transition towards low carbon economy mitigating climate change: Stimulating low carbon consumption through behavioral incentives and nudges (TRANSCLIMA)" (ref. PID2021-123686OB-I00), University of the Basque Country UPV/EHU. The dataset supports a model of how social cynicism, as a personality trait, affects consumer trust in sustainable ("green") clothing brands through perceived greenwashing, and how conspicuous consumption motives moderate that relationship. Data protection Personal data were collected and processed in compliance with Regulation (EU) 2016/679 (GDPR) and Spanish Organic Law 3/2018 (LOPDGDD). The dataset published here has been anonymised: it contains no direct or indirect personal identifiers and cannot be used to re-identify participants. Funding This work was supported by funding received from La Trobe University, Australia, the Spanish Government, and European Regional Development Fund [Grant PID2021-123686OB-I00 funded by MICIU/AEI/10.13039/501100011033 and by ERDF/EU], the Basque Government [grant IT1731-22] and FESIDE Foundation [grant 03-21].