<![CDATA[The Fast Moving Consumer Goods (FMCG) industry is increasingly required to implement environmentally friendly innovations and communication strategies that can attract young consumers. However, there has not been much research explaining how green innovation and storytelling marketing affect brand equity and purchasing decisions among young consumers, especially in the context of FMCG products. This study aims to analyze the influence of green innovation and storytelling marketing on purchasing decisions for FMCG products with brand equity as a mediating variable among students at Universal Batam University. This study uses a quantitative approach involving 220 respondents and is analyzed using SmartPLS 3.0. The results of this study indicate that green innovation only has a significant effect on purchasing decisions, not on brand equity. Conversely, storytelling marketing has a significant effect on both brand equity and purchasing decisions. Brand equity also has a significant effect on purchasing decisions and mediates the effect of storytelling marketing, but does not mediate the effect of green innovation. These findings confirm that strengthening brand equity through authentic storytelling is more effective in driving purchasing decisions than green innovation. The novelty of this study lies in integrating green innovation and storytelling marketing within a single FMCG model with brand equity as a mediating mechanism among young consumers. The findings contribute theoretically by extending the role of brand equity in explaining consumer decision-making and practically by highlighting the importance of authentic storytelling in strengthening brand value and driving purchase decisions]]>
