Data for the impact of personalized advertising types on green purchase decision process. xlsx

The questionnaire was randomly distributed to online consumers using the site https://www.wjx.cn/. We distributed 370 sample questionnaires and received 340 valid samples (a validity rate of 91.9 %). Among the valid samples, 184 samples were based on their own personalized network recommendation (Group I), and 156 samples were based on others’ personalized network recommendations (Group II). The ratio of men to women was nearly 1:1. In addition, 90.8% of the respondents was less than 44 years old. The population within this age range belonged to active netizens who were more willing to cooperate with the study, most of which have undergraduate degree or above.