Raw Survey Data – Gen Z Fast-Fashion Preferences and Attitudinal Ambivalence in Indonesia (Discrete Choice Experiment)

This dataset contains raw responses from an online questionnaire administered to Indonesian Generation Z fast-fashion consumers as part of a Discrete Choice Experiment (DCE) study. Data were collected between May and July 2025 from 307 respondents aged 15–29 who reported purchasing fast-fashion items at least three times in the previous six months.
The file data_kuesioner_mentah.csv includes 307 rows (one row per participant) and 40 columns. The variables cover: (1) screening and background information (e.g., year of birth), (2) twelve DCE choice tasks for T-shirt profiles (CS1–CS12, with options such as “Opsi A”, “Opsi B”, or “Tidak memilih keduanya”), (3) attitudinal ambivalence scales (OAP1–OAPx and OAN1–OANx for positive and negative evaluations of fast fashion; SA1–SA3 for subjective ambivalence), (4) attitudes toward eco-fashion and ethical labour (Ecfashion, Eclabor, Ekfashion, pricefashion, socialmedia, reviewmedia), and (5) socio-demographic variables, including gender, last education, current status, average monthly income, and province of residence.
All questionnaire items were presented in Indonesian, and response categories are stored as text labels (e.g., Likert-scale values 1–6, or category options such as shopping frequency, typical spending per purchase, and preferred shopping channels). The dataset is provided in comma-separated values (CSV) format without any direct identifiers; only anonymous survey responses are included.