This contribution consists of three datasets, and three survey questionnaires used to gather these data (English version). The datasets include information about Ethiopian urban and rural consumers, sampled in one city and one food hub (i.e., local production regions) in Ethiopia. Back to back with the survey activities done with urban consumers, lab experiments were run. The experimental protocols have been submitted separately. The datasets are provided as Excel Workbooks, while the questionnaires are provided in PDF format.