README file
Data Set Title: “Questionnaire results on Product Characteristics and Emotions to bridge the Intention-Behavior Gap in Green Food Purchasing”
Data Set Author/s: 
Sara de Sio (University of Bologna), ORCID (https://orcid.org/0000-0003-3020-2933); Paola Gremigni (University of Bologna);
Giulia Casu (University of Bologna)
Data Set Contact Person/s: 
Sara de Sio (University of Bologna), sara.desio2@unibo.it; 
Data Set License: this data set is distributed under a Creative Commons Attribution 4.0 International (CC BY 4.0) license, https://creativecommons.org/licenses/by/4.0/”
Publication Year: 2024
Project Info: PON (Piano Operativo Nazionale) “Ricerca e Innovazione” PhD programs – 37th cycle funded by FSE REACT-EU - A.Y. 2021/2022;
https://www.unibo.it/en/study/phd-professional-masters-specialisation-schools-and-other-programmes/phd/new-call-for-applications-for-phd-additional-scholarships-on-innovation-and-green-topics%2C-funded-by-FSE-REACT-EU---PON-ricerca-e-Innovazione-programme  
Data set Contents
The data set consists of:

•	1 tabular quantitative file saved in .csv format 
“product-characteristics-and-emotions-questionnaire_results.csv”
•	1 README file in .rtf format
“product-characteristics-and-emotions-questionnaire_README.rtf” 
•	1 PDF file
“product-characteristics-and-emotions-questionnaire.pdf”

Data set Documentation
Abstract
Promoting eco-friendly behaviors is a pivotal strategy in addressing the climate crisis. The food industry's impact on environment and resource consumption underscores the importance of promoting eco-sustainable food consumption, which can significantly benefit the environment. However, despite the global rise in green purchase intentions, a large discrepancy persists between these intentions and actual purchasing behavior. This study aimed to investigate the influence of a set of variables on the likelihood of purchasing green food. An online survey was administered to Italian adult consumers (n = 832, 66% female, aged 18-84 years), collecting sociodemographic data and assessing emotions related to green purchases (pride, guilt, anger and respect), perceptions of green food characteristics (Healthiness, Convenience (in buying and preparing, Natural content, Price, Helping in weight control, Familiarity, Environmental friendliness), intention to buy green food and frequency of green food purchases. 

Content of the files: 
•	file “product-characteristics-and-emotions-questionnaire_results.csv” contains the data we collected. The list of variables is reported below. 
•	file “product-characteristics-and-emotions-questionnaire_README.pdf contains the questionnaire we used for data collection, in Italian. It consists of the informed consent section, a description of what is meant with the term “Green food”, and the variables listed below.

File specifics
To create the .csv files, “Excel” version: 14.42 was used, with the following specifics:
•Field delimiter « ; » (semicolon)
•Text delimiter « “ » (quotes)

List of variables 

Intention to buy green food (variables were collected on a 5-point Likert scale)
INT1.		If buy groceries next time, I will also buy green food.
INT2.		I intend to buy green food next time.	

Green Food Purchase Behavior	
GPB1.	I often buy green food. (variables were collected on a 5-point Likert scale.)
GPB2.	How much green food did you buy last week?	

Emotions Re-lated to Green Food Purchase

Pride	(RR1) (variables were collected on a 7-point Likert scale.)
When I purchase green food, I would…	
RR1a.	Feel satisfied.
RR1b.	Feel worthwhile.
RR1c.	Feel proud.	
	
Respect (RR2) (variables were collected on a 7-point Likert scale.)	
When people purchase green food, I would…	
RR2a.	Admire them.
RR2b.	Appreciate them.
RR2c.	Respect them.	

Guilt	(RR3) (variables were collected on a 7-point Likert scale.)
When I purchase non-green food, I would…	
RR3a.	Feel guilty.
RR3b.	Feel remorseful.
RR3c.	Feel bad.	
	
Anger (RR4) (variables were collected on a 7-point Likert scale.)	
When people purchase non-green food, 
I would…	
RR4a.	Feel resentful.
RR4b.	Feel disdain.
RR4c.	Feel angry.	

Food Choice Questionnaire (FCQ) (variables were collected on a 7-point Likert scale.)
It is important to me that the food I eat on a typical day is...
FCQ 1.	Healthy.
FCQ 2.	Convenient (in buying and preparing).
FCQ 3.	Natural.
FCQ 4.	Affordable. 
FCQ 5.	Helping me control my weight.
FCQ 6.	Familiar.
FCQ 7.	Environmentally friendly.