Green Values and Sustainable Tourism Behavioural Tendencies among Chinese Tourists: De-identified Adult Survey Dataset (n = 329)

<p dir="ltr"><b>Dataset Description</b></p><p dir="ltr">This dataset supports the PLOS ONE manuscript entitled "Green values and self-reported sustainable tourism behaviour in ethnic destinations: Serial mediation by perceived environmental knowledge and green product attachment."</p><p dir="ltr">Data were collected through an online questionnaire administered to Chinese tourists from 10 to 31 January 2025. Of 428 questionnaires initially submitted, 366 remained after quality screening.

An additional 37 respondents who reported being younger than 18 years were excluded, resulting in the final adult analytic sample of 329 participants.</p><p dir="ltr">The dataset includes 18 questionnaire indicators measuring green values (GV1–GV4), perceived environmental knowledge (EK1–EK4), green product attachment (GPA1–GPA4), and self-reported sustainable tourism behavioural tendencies (STB1–STB6), together with three demographic variables.</p><p dir="ltr">This updated dataset corresponds to the final adult-only analyses reported in the revised manuscript.