<![CDATA[Background: The growing demand for healthy and functional foods has increased consumer interest in gluten-free and microalgae-based products. However, these innovative products face challenges related to consumer acceptance, unfamiliarity, and relatively higher prices.Purpose: This study aimed to analyze consumers’ willingness to pay (WTP) for gluten-free products based on mocaf flour and microalgae, as well as to examine the influence of individual factors and subjective norms on WTP.Design/methodology/approach: This study used a quantitative survey of 220 consumers in Malang Raya, East Java. Respondents tasted the product before answering a five-point Likert scale questionnaire. Structural Equation Modeling-Partial Least Squares (SEM-PLS) was used to tested the structural model through bootstrapping. The Contingent Valuation Method (CVM) with a bidding game estimated the mean WTP.Findings/Result: Consumers demonstrated a relatively high willingness to pay, with a mean WTP of IDR 30,213 and a dominant price range of IDR 29,000–34,800. Purchase intention emerged as the strongest direct predictor of WTP (β = 0.419), whereas perceived behavioral control was the strongest determinant of purchase intention (β = 0.575). Perceived value and nudge significantly influenced attitude, while social influence positively contributed to WTP both directly and indirectly through attitude and purchase intention. Overall, the findings indicate that consumers’ willingness to pay is primarily associated with purchase intention, perceived behavioral control, and perceived product value.Conclusion: Consumers demonstrated a relatively high WTP for gluten-free and microalgae-based cookies. WTP is shaped by individual factors through attitude and purchase intention, with purchase intention and perceived behavioral control playing particularly important roles. Social influence also contributes to WTP both directly and through the mediating roles of attitude and purchase intention.Originality/value (State of the art): This study extends the Theory of Planned Behavior by integrating individual factors, nudge, and social influence into a comprehensive WTP model for gluten-free and microalgae-based cookies. It contributes empirical evidence from Indonesia to the limited literature on consumer valuation of innovative local functional foods. Keywords: willingness to pay, gluten-free products, microalgae, purchase intention, perceived behavioral control]]>
