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%).本研究数据来源于2024年7-8月在浙江省开展的多阶段抽样调查。研究团队通过面向杭州、宁波各50名青年开展的预调研，对问卷设计进行了优化完善。正式调查采用分层随机抽样方法，依据中国第七次全国人口普查（2020）的人口统计数据，按11个地级市的人口规模比例分配样本量，并对性别、世代群组（Y世代与Z世代）以及城乡分布进行控制。最终从44个县（市、区）中随机抽取1211名青年，回收有效问卷1119份，有效回收率为92.40%，其中Z世代问卷620份，Y世代问卷499份。数据分析结果显示，Y世代的参与意愿显著高于Z世代，分别为63.93%与53.23%。