<![CDATA[This study explores how urban consumer preferences, awareness of organic products, and perceptions of premium rice quality influence distributor marketing strategies in Central Java. The growing lifestyle trend among urban communities, which emphasizes food quality and health, requires distributors to adapt their marketing mix. Findings indicate that consumer awareness of organic food and perceptions of premium rice attributes are the most influential factors shaping effective marketing strategies. Distributors should highlight product quality, cleanliness, texture, and health narratives in their promotional efforts. Practically, this research provides guidance for distributors to optimize digital-based strategies aligned with modern lifestyle trends. Theoretically, it enriches food marketing literature by integrating consumer psychological variables into the Theory of Planned Behavior (TPB) framework, offering insights into sustainable premium rice distribution strategies in emerging markets.]]>
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