The dilemma of sustainable development of agricultural product brands and the construction of trust: an empirical research dataset based on consumer psychological mechanisms

This dataset, collected between June 5 and August 22, 2025, is used to explore consumer psychological needs for agricultural product brands. The scale design primarily encompasses brand authenticity, encompassing cultural identity, brand transparency, and origin awareness. Experience quality encompasses brand experience, service experience, and post-purchase experience. It also measures consumer trust and purchase intention.

本数据集采集于2025年6月5日至8月22日，用于探究消费者对农产品品牌的心理需求。其量表设计主要涵盖品牌真实性维度，包含文化认同、品牌透明度与原产地认知三个子项；体验质量维度则涵盖品牌体验、服务体验及购后体验。此外，该数据集还对消费者信任与购买意向进行了测量。