This study investigates the impact of green perceived value on willingness to pay a premium price for green packaging among Indonesian SMEs, with green attitude as a mediator and green awareness as a moderator.A survey of 414 SMEs using green packaging was conducted, and the data were analyzed using SEM-PLS.The results reveal that green perceived value positively influences green attitude (β=0.96,p<0.001), which in turn positively affects willingness to pay a premium price (β=0.93,p<0.001).Moreover, green awareness strengthens the relationship between green attitude and willingness to pay (β=0.12, p<0.01).These findings highlight the importance of fostering green perceived value and green awareness among SMEs to encourage the adoption of green packaging and sustainable practices.The study contributes to the literature by providing new insights into the factors influencing SMEs' willingness to invest in green packaging and offers practical recommendations for promoting sustainable packaging practices.
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