<![CDATA[Local rice from Bali's traditional Subak irrigation system faces very stiff competition from domestic and imported products. Subak Timbul Tegallalang, a UNESCO-recognized cultural heritage, offers premium rice with exceptional taste, authenticity, and profound historical value. However, recent sales data indicates unmet targets, highlighting the increasingly urgent need to investigate consumer purchase decisions for this culturally significant product. This study examines how consumer ethnocentrism, green brand image, and price influence local rice purchase decisions, using Subak Timbul Tegallalang as a case study. It also seeks to extend the Theory of Planned Behavior to heritage-based agricultural products, an underexplored area in current Indonesian research. This quantitative causal study used structured questionnaires distributed to potential consumers in Gianyar, Bali. Data analysis involved descriptive statistics, classical assumption tests, multiple linear regression, and hypothesis testing to evaluate partial and simultaneous effects. The findings reveal that consumer ethnocentrism positively and significantly drives purchase decisions; consumers with strong loyalty to domestic products prefer local rice. Green brand image also significantly influences purchase intention; when consumers perceive the brand as organic, sustainable, and environmentally responsible, their trust increases. Price perception is equally critical; consumers respond well to pricing that is fair, competitive, and fully reflects the product's superior quality and cultural worth. Collectively, these three variables have a strong, positive, and significant effect on purchase decisions, showing that cultural pride, environmental awareness, and economic value intertwine to shape overall consumer behavior in this niche market. Consumer ethnocentrism, green brand image, and price are key determinants of local rice purchases. This study contributes theoretically by applying the Theory of Planned Behavior to heritage agricultural goods and offers practical insights for producers, such as strengthening local identity campaigns, transparently communicating sustainable practices, and adopting tiered pricing. Future research should also include additional variables, probability sampling, and mixed-method designs.Keywords: Consumer ethnocentrism, Green brand image, Price, Purchase decision, Local rice, Subak Timbul Tegallalang.]]>
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