Perceived Greenwashing, Green Brand Image, Brand Trust, and NWOM among Indonesian Gen Z Self-care Consumers (N = 189)

This dataset contains anonymized survey responses from 189 Indonesian Generation Z consumers (born 1997–2012) who use self-care products (skincare/cosmetics). The survey measures perceived greenwashing, green brand image, brand trust, negative word-of-mouth intention, and perceived website interactivity for a focal self-care brand. Items were adapted from prior studies in green marketing and digital communication and rated on a five-point Likert scale. The dataset includes the item-level responses and a codebook describing all variables. Personally identifying information was not collected, and all indirect identifiers were removed prior to upload.