Pork consumers and their preferences for purchasing "raised without antibiotics" pork

The tabular, quantitative dataset provides information on consumers and their intention to buy “raised without antibiotics” labelled pork and hypothetical QR code labelled pork products. It also provides information relating to consumers’ knowledge and awareness of antimicrobial use and resistance (AMR). The dataset is a representative sample of the UK. The sample (n=1000) was quota-controlled in terms of age, sex, socio-economic status, and region to match the known demographics of the population. Sociodemographic factors such as marital status, education, occupation status, household income, and number of children and adults in household are presented.

This dataset relates to research in pork, consumer perception, food labelling, and consumer purchase intention, and would be of use to researchers investigating these fields. A codebook is also provided presenting a key to the dataset. Both dataset and codebook are supplied in xlsx and CSV formats.