Anonymized Survey Data on Healthy Dessert Consumption in Indonesia

This dataset contains anonymized survey data on health-conscious consumption and purchase intention toward healthy desserts in Indonesia. The data were originally collected as part of an undergraduate research project and were subsequently curated and reframed to support an industry-level analysis of the healthy-dessert market rather than the evaluation of a specific business or commercial brand. The study employed a cross-sectional online survey conducted in Indonesia in May 2026. Of 171 initial responses, 166 respondents met the eligibility criteria and were included in the final analytical sample. Eligible respondents were adults who consumed healthy or reduced-sugar desserts at least once per month and had encountered social media content or advertising related to the product category. The dataset contains responses to 15 Likert-type indicators measured on a five-point scale ranging from 1, strongly disagree, to 5, strongly agree. The indicators represent five constructs: Health consciousness Trust in healthy food Social media content Attitude toward healthy desserts Purchase intention The Excel workbook contains six worksheets: README, providing information about the study, dataset structure, scale, de-identification process, and appropriate use of the data. Data, containing anonymized item-level responses from 166 respondents. Data Dictionary, defining the variables, constructs, item meanings, measurement scales, and interpretive limitations. Reported Descriptives, presenting aggregate demographic, expenditure, purchasing, and consumer-preference statistics. Analysis Outputs, reporting the measurement-model assessment, structural-model results, hypothesis tests, and Importance-Performance Map Analysis results. Validation, documenting checks for missing values, response ranges, sample size, and consistency between calculated and reported IPMA performance values. The data were analyzed using partial least squares structural equation modeling and Importance–Performance Map Analysis. Attitude toward healthy desserts was used as the IPMA target construct. The dataset can support verification, secondary analysis, methodological demonstrations, and further research concerning healthy-food consumption, digital communication, consumer trust, attitude formation, and purchase intention. Direct identifiers, names, contact information, respondent-level demographic variables, and commercial brand or provider identifiers have been removed from the item-level dataset. Demographic and purchasing characteristics are provided only as aggregate statistics to reduce re-identification risks. The survey measures consumer perceptions, evaluations, and behavioral intentions. It does not independently verify product nutritional composition, medical or health outcomes, social media exposure frequency, or completed purchase transactions. Purchase intention should therefore not be interpreted as equivalent to actual purchasing behavior.