Sustainable consumption behaviors: Willingness to pay estimation and mechanism exploration

The main objective purpose of this dataset is to examine the mechanism underlying sustainable consumption behaviors and to estimate willingness to pay for sustainability-related product features.This dataset contains survey responses collected from a structured questionnaire, with participants being adults who had travelled to international destinations.The survey questionnaire was programmed on Qualtrics and administrated via a well-recognized online panel service platform in the UK.A pilot study was conducted with 90 participants to test the questionnaire validity. The main launch of the survey was then facilitated in September 2023.