Experimental auction to assess consumer perception and willingness to pay for ready-to-eat fresh salads with more sustainable packaging

The provided Excel sheet contains a dataset generated from an experiment conducted face-to-face with consumers of ready to eat fresh salads on December 19th and 20th, 2023, using a questionnaire. It was an auction aimed at understanding consumers' preferences and willingness to pay for 100% recyclable and 100% biodegradable packaging.

Each column in the table represents a particular variable, and each row corresponds to a specific record in the dataset. The dataset comprises 70 columns and 306 rows, where the first row contains the variable names and the second row describes the meaning or question associated with each variable.To enhance readability, each variable is color-coded differently. This means that as you move from one color to another, you are transitioning from one variable to the next.Most variables are derived from validated scales, such as General Shopping Behavior, General Personal Values and Attitudes, Environmental Consciousness Scale, Openness to Innovation Scale, NEP Scale, and Green Consumption Values. These scales are generally assessed using a Likert scale of 5 or 7 points for each statement or item included in the scale. Each statement is in a separate column, and the combined columns of statements form the respective variable, which is the scale in this context. Therefore, the total number of variables included in this dataset is 24.