Raw Survey Data – Gen Z Fast-Fashion Preferences and Attitudinal Ambivalence in Indonesia (Discrete Choice Experiment)

Data were collected between May and July 2025 from 307 respondents aged 15–29 who reported purchasing fast-fashion items at least three times in the previous six months. The file data_kuesioner_mentah.csv includes 307 rows (one row per participant) and 40 columns.

The variables cover: (1) screening and background information (e.g., year of birth), (2) twelve DCE choice tasks for T-shirt profiles (CS1–CS12, with options such as “Opsi A”, “Opsi B”, or “Tidak memilih keduanya”), (3) attitudinal ambivalence scales (OAP1–OAPx and OAN1–OANx for positive and negative evaluations of fast fashion; SA1–SA3 for subjective ambivalence), (4) attitudes toward eco-fashion and ethical labour (Ecfashion, Eclabor, Ekfashion, pricefashion, socialmedia, reviewmedia), and (5) socio-demographic variables, including gender, last education, current status, average monthly income, and province of residence.