<![CDATA[This study aims to analyze the influence of sustainable packaging perception (X1) and premium price perception (X2) on consumers' willingness to pay (Y) for environmentally friendly packaged beverage products in Indonesia. The study employed a quantitative approach with a descriptive-causal research design. Data were collected through an online questionnaire distributed to 129 respondents aged 17–40 years who had purchased environmentally friendly products within the last six months, using the snowball sampling technique. Data analysis was conducted using multiple linear regression with SPSS version 25, accompanied by classical assumption tests including normality, multicollinearity, heteroscedasticity, and linearity tests. The results indicate that sustainable packaging perception has a positive and significant partial effect on willingness to pay (t = 3.522, sig. = 0.001). Premium price perception also has a positive and significant partial effect on willingness to pay (t = 8.253, sig. = 0.000), and is identified as the most dominant variable in the model. Simultaneously, both variables have a significant effect on willingness to pay (F = 88.489, sig. = 0.000). The coefficient of determination (R²) of 0.584 indicates that the two independent variables explain 58.4% of the variance in willingness to pay, while the remaining 41.6% is influenced by other factors outside the model.]]>
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