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Quantitative analysis shows green innovation and digital experience boost green purchase intention in Gen Z, indicating a need for sustainable strategies.
The significant growth of coffee consumption and the rapid adoption of digital technology among Generation Z consumers in Indonesia pose challenges in maintaining customer loyalty amid their dynamic preferences. This study analyzes the influence of Green Innovation and Digital Experience on Green Purchase Intention, with Environmental Awareness as a mediating variable. Using a quantitative survey method, data were collected from 250 Gen Z respondents who had made purchases at Janji Jiwa coffee shops and analyzed using the Structural Equation Modeling - Partial Least Squares (SEM-PLS) technique. The findings are expected to provide practical insights for F&B industry players in designing green innovation and digital service strategies that align with Generation Z’s values, thereby encouraging sustainable green purchasing behavior.
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Lumwartono et al. (2025) studied this question.
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