Experimental Data on Biodiversity Conservation and Brand Equity

This dataset supports the analyses reported in the manuscript “Building Brand Equity through Biodiversity Conservation: The Role of No Net Loss in Supply Chains under Good and Bad Uncertainty.” The data were collected through a vignette-based experimental study designed to test the hypotheses proposed in the paper. It includes survey responses from participants exposed to six experimental vignettes representing different sustainability and uncertainty scenarios. The key constructs measured include marketing capability, networking capability, customer value, brand equity, and uncertainty. The dataset contains one .csv file used for statistical analysis and one accompanying Excel file detailing variable names, measurement items, and scale information. All participant data have been anonymized, and ethical approval for the study was obtained from the authors’ institutional research ethics committee. This dataset is made available for academic research purposes only. Users are requested to cite both this dataset and the associated manuscript when using the data.