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This study aims to identify the factors that influence consumers' willingness to pay (WTP) for Super Sidomulyo organic rice in Yogyakarta by involving 100 respondents selected through accidental sampling. Data analysis using SEM-PLS shows that product quality, particularly shelf life and standard compliance, has a significant effect on WTP, while lifestyle is not yet a dominant factor. These findings emphasize the importance of maintaining product quality while strengthening consumer education about healthy lifestyles in order to encourage an increase in WTP in the future.
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Eklemis et al. (2026) studied this question.
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