Dataset for a general population survey regarding green and digital innovations in rural SMEs

The data were collected by KANTAR Latvia through a structured survey. In shaping the sample, the focus was placed on part of the population who has actually used rural tourism services and purchase locally produced agricultural goods. To make sure their answers would be meaningful, participants were selected based on having enough knowledge and experience to comment on the topics of the study. Special attention was paid to balance the sample in terms of gender, age, and region. With these steps, the final group of respondents (n=1004) mirrors the demographic structure of Latvia and can be regarded as nationally representative.