The dilemma of sustainable development of agricultural product brands and the construction of trust: an empirical research dataset based on consumer psychological mechanisms

This dataset, collected between June 5 and August 22, 2025, is used to explore consumer psychological needs for agricultural product brands. The scale design primarily encompasses brand authenticity, encompassing cultural identity, brand transparency, and origin awareness. Experience quality encompasses brand experience, service experience, and post-purchase experience. It also measures consumer trust and purchase intention.