The Impact of Environmental Responsibility Locus Attribution on the Selection of Green Advertising Appeal Types: A Study Based on Chinese Samples（data）

Version 2 corrects data entry errors present in Version 1 and supplements the item-level data to allow for reliability and validity testing.This dataset was used to examine a chain mediation model and the moderating role of the Environmental Responsibility Locus Attribution. The data were collected online via an experiment and questionnaire between June and August 2025. The dataset consists of one Excel file containing four worksheets: the first two worksheets contain data from two pilot studies, and the last two contain data from the formal experiment.