DATASET OF AR/VR VIRTUAL TRY-ON AND SUSTAINABLE ENTREPRENEURSHIP: SUPPORTING RESPONSIBLE CONSUMPTION IN THE BEAUTY INDUSTRY

This study uses primary data collected through a questionnaire survey. The dataset consists of responses from 100 respondents who have experience using AR/VR virtual try-on features from W Brand in the beauty industry. The questionnaire items were measured using a five-point Likert scale and designed to capture perceptions related to virtual try-on experience, perceived sustainable experiential value, responsible consumption intention, and sustainability advocacy. The collected data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM).