The dataset is drawn from an online experiment conducted with 628 Australians, who were randomly assigned to one of three conditions. Two of these conditions aimed at increasing sustainable palm oil-related purchases, while one condition served as an attentional control. Follow-up data after two weeks (n=403) are also included. The SPSS data file includes all the data. SPSS output files specify the various analyses that were run, which include descriptive statistics, multiple analysis of variance and chi-square analysis (Descriptives & Preliminary Analysis; Outcome Measures), mediation analysis, and subsequent analyses after the latent profile analysis. MPlus input and output files for the latent profile analysis are included for a range of two to six groups.

This dataset has two parts. Part 1 contains 12 transcribed interviews and the codes that emerged from the data and were used in the subsequent data analysis. Part 2 consists of the de-identified datasets obtained from the online survey, called "Behaviour Prioritization Survey - Effectiveness Dataset downloaded on January 30, 2019_17.26" and "Behaviour Prioritization Survey - Probability & Penetration Dataset downloaded on January 22, 2019_22.05". There is also an SPSS output file called "Output" and an Excel sheet titled "Behaviour Prioritization Matrix", with the inputted formula.