<![CDATA[Abstrak. Penelitian ini bertujuan untuk mengkaji kesediaan membayar (willingness to pay) Generasi Z di Denpasar terhadap makanan organik serta faktor psikologis yang memengaruhinya berdasarkan Theory of Reasoned Action (TRA). Penelitian ini menggunakan pendekatan kuantitatif dengan metode purposive sampling pada 120 mahasiswa Gen Z di Denpasar. Pengukuran variabel menggunakan indikator yang diadopsi dari penelitian terdahulu dan dianalisis menggunakan SEM-PLS. Hasil penelitian menunjukkan attitude toward behavior dan subjective norm berpengaruh positif dan signifikan terhadap willingness to pay. Penelitian ini merekomendasikan pelaku usaha makanan organik di Kota Denpasar untuk aktif membentuk sikap positif konsumen melalui edukasi manfaat produk dan citra ramah lingkungan. Strategi pemasaran berbasis pengaruh sosial, seperti testimoni dan dukungan tokoh masyarakat, dinilai efektif memperkuat norma subjektif serta meningkatkan kesediaan membayar lebih. Abstract. This study aims to examine Generation Z's willingness to pay for organic food in Denpasar and the psychological factors that influence it based on the Theory of Reasoned Action (TRA). This study used a quantitative approach with a purposive sampling method on 120 Gen Z students in Denpasar. Variable measurement used indicators adopted from previous studies and analyzed using SEM-PLS. The results showed that attitude toward behavior and subjective norms have a positive and significant effect on willingness to pay. This study recommends that organic food businesses in Denpasar City actively shape positive consumer attitudes through education on product benefits and an environmentally friendly image. Marketing strategies based on social influence, such as testimonials and support from community leaders, are considered effective in strengthening subjective norms and increasing willingness to pay more.]]>
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