<![CDATA[Sustainable food consumption is increasingly important for reducing environmental pressure and supporting healthier consumption patterns, yet the role of price sensitivity in shaping such intentions remains theoretically ambiguous. This study examines whether environmental concern, health consciousness, and electronic word of mouth (e-WOM) mediate the relationship between price sensitivity and sustainable food consumption intention among Generation Z consumers. The study surveyed 200 Generation Z respondents who had viewed promotional or review content on Instagram and had consumed sustainable food at Nanamia Pizzeria or Warung Bumi Langit at least once during the previous six months. Purposive sampling was used, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The direct effect of price sensitivity on sustainable food consumption intention was positive but did not reach statistical significance at the conventional 5% level (β = 0.1289, p = 0.0593). In contrast, the specific indirect effects through environmental concern (β = 0.1390, p = 0.0009), health consciousness (β = 0.0956, p = 0.0097), and e-WOM (β = 0.1049, p = 0.0036) were significant. The findings indicate a pattern consistent with indirect-only mediation: price-related evaluations appear to translate into sustainable food consumption intention primarily when accompanied by environmental, health-related, or socially transmitted value. The study contributes to sustainable consumption research by clarifying how price sensitivity may operate through multiple value-justification mechanisms in a Generation Z green-restaurant context. Keywords: Price Sensitivity; Sustainable Food Consumption Intentions; Environmental Concern; Health Consciousness; Electronic Word of Mouth]]>
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