Survey Dataset: How Egoistic, Altruistic, and Biospheric Concerns Shape Pro-Environmental Self-Identity and Sustainable Consumption Intention

This dataset contains the raw survey responses collected for the study “Building the Green Self: How Egoistic, Altruistic, and Biospheric Concerns Shape Pro-Environmental Self-Identity and Sustainable Consumption Intention.” The study examines whether environmental concern, specified as a second-order construct with egoistic, altruistic, and biospheric dimensions, influences sustainable consumption intention directly and through pro-environmental self-identity as a mediator. The theoretical framework draws on Value-Belief-Norm theory and Identity Theory. Data were gathered through an online questionnaire administered in Bahasa Indonesia to adult consumers in Indonesia. All participants gave informed consent before answering. The file holds 260 responses and 38 variables. Twelve respondents who reported no sustainable food purchase in the previous three months (or left that question blank) were screened out and did not complete the measurement items, which leaves 248 usable responses for the structural analysis. The variables are organised as follows: Consent (2 columns): agreement to participate and acknowledgement of data confidentiality. Demographics (5 columns): gender, age group, highest education level, monthly income range (IDR), and current domicile (open text, unedited). Screening and behaviour (2 columns): sustainable food purchase frequency in the last three months, and sustainable food practices already adopted (multiple response, comma-separated). Environmental concern (14 items): egoistic concern (4 items on personal and family health and food safety), altruistic concern (6 items), and biospheric concern (4 items on pollution, agricultural chemical waste, and preservation of nature). Pro-environmental self-identity (4 items), including two negatively worded items that should be reverse-coded before analysis. Sustainable consumption intention (5 items) toward sustainable food. All measurement items use a seven-point Likert scale ranging from 1 (“not at all true of me”) to 7 (“extremely true of me”). Column headers keep the original Indonesian item wording as shown to respondents. The data were analysed with partial least squares structural equation modelling (PLS-SEM) in SmartPLS 4.0 using a repeated indicators approach for the higher-order construct. The dataset contains no names, email addresses, phone numbers, or other direct identifiers. It is shared to support transparency, replication, and secondary analysis in research on sustainable consumption and consumer identity in emerging markets.