Data：Generational Engagement in Rural Revitalization A TPB-SEM Analysis of Chinese Youth with Evidence from Zhejiang Province

The research data were obtained from a multi-stage sampling survey conducted in Zhejiang Province during July-August 2024. The research team refined the questionnaire design through a pre-survey involving 50 youths each from Hangzhou and Ningbo. The formal investigation utilized stratified random sampling, with sample sizes allocated proportionately across 11 prefecture-level cities based on population data from China’s Seventh National Population Census (2020), while controlling for gender, generational cohort (Y/Z generations), and urban-rural distribution. Ultimately, 1,211 youths were randomly selected from 44 counties (cities/districts), yielding 1,119 valid questionnaires (92.40% recovery rate), including 620 from Gen Z and 499 from Gen Y. Data analysis indicated that Gen Y demonstrated significantly higher willingness to participate compared to Gen Z (63.93% vs. 53.23%).