Paper Title
Determinants of Repurchase Intention of Organic Food Among Generation Z in Indonesia

Abstract
This study aims to examine the influence of perceived social responsibility, price fairness, perceived quality, and perceived value on the repurchase intention of organic food among Generation Z in Indonesia. The widespread use of chemical pesticides in food production has driven increased demand for organic food, which is considered safer and more environmentally friendly. Generation Z, with its strong awareness of social and environmental issues, has the potential to become loyal consumers of organic food. This study used a quantitative method, distributing an online questionnaire to 210 respondents who had purchased organic food. Data analysis was conducted using Structural Equation Modeling (SEM) to test the relationships between variables. The results showed that perceived price fairness, perceived quality, and perceived value positively and significantly influenced the repurchase intention of organic food among Generation Z. Additionally, consumer social responsibility had a positive and significant impact on both price fairness and perceived quality. Furthermore, the mediating role of perceived value was found in the relationship between price fairness and repurchase intention as well as perceived quality and repurchase intention. This study provides insights for organic food producers to develop more effective marketing strategies by considering factors influencing Generation Z consumers’ repurchase decisions Keywords - Generation Z, Organic Food, Repurchase Intention