Data from the consumer survey and choice-based conjoint analysis

The questionnaire included items spanning four areas: (1) demographic traits; (2) perceived sustainability attributes on a 5-point Likert scale (regarding the health and environmental friendliness of eight common protein sources); (3) food frequency to measure the consumption of the eight common protein sources; and (4) a choice-based conjoint comparison of perceived sustainability attributes (nutritional score, ecological score, product category, price) of the eight common protein sources.