The Influence of Green Innovation and Digital Experience Strategies on Green Purchase Intention Through Environmental Awareness Mediation in Gen Z Consumers: A Case Study of Using a Tumbler at Janji Jiwa Coffee Shop

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 examines the effects of Green Innovation and Digital Experience on Green Purchase Intention, with Environmental Awareness as a mediating variable. A quantitative survey was conducted on 250 Gen Z consumers who had made purchases at Janji Jiwa coffee shops using a personal tumbler, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that both Green Innovation and Digital Experience significantly influence Green Purchase Intention, both directly and indirectly through Environmental Awareness. Environmental Awareness plays a role as a partial mediator, amplifying the effect of green strategies on sustainable consumer behavior. These findings imply that combining green innovation and digital convenience with environmental education can strengthen Gen Z's intention to purchase eco-friendly products. The study contributes practical insights for F&B industry players to develop integrated sustainability strategies that align with the environmental values of Generation Z.