<![CDATA[Permasalahan utama UMKM kopi di Kota Sukabumi adalah rendahnya pemahaman konsumen terhadap praktik keberlanjutan dalam rantai pasok dan atribut produk yang memengaruhi keputusan pembelian. Penelitian ini bertujuan menganalisis pengaruh Green Supply Chain Management (GSCM) dan Green Product Features (GPF) terhadap Green Consumer (GC) serta implikasinya terhadap Keputusan Pembelian (KP). Menggunakan pendekatan kuantitatif dengan teknik Structural Equation Modeling–Partial Least Squares (SEM-PLS), penelitian melibatkan 118 responden konsumen kedai kopi. Uji validitas, reliabilitas, dan analisis outer serta inner model dilakukan dengan bantuan kecerdasan buatan (ChatGPT) untuk mendukung visualisasi hasil. Temuan menunjukkan bahwa GSCM dan GPF berpengaruh signifikan terhadap GC, sedangkan GC secara signifikan memengaruhi KP. Analisis efek mediasi mengonfirmasi bahwa GC berperan sebagai mediator penuh dalam hubungan GSCM dan GPF terhadap KP. Hasil ini menegaskan bahwa kepedulian lingkungan konsumen merupakan determinan utama dalam keputusan pembelian berkelanjutan. Strategi rantai pasok hijau dan atribut produk ramah lingkungan terbukti dapat memperkuat preferensi konsumen terhadap produk kopi berkelanjutan serta mendorong UMKM mengembangkan strategi pemasaran hijau yang lebih efektif dan kompetitif.The main challenge faced by coffee MSMEs in Sukabumi City lies in consumers’ limited understanding of sustainability practices within both the supply chain and product attributes, which influences their purchasing decisions. This study aims to analyze the effects of Green Supply Chain Management (GSCM) and Green Product Features (GPF) on Green Consumers (GC) and their implications for Purchase Decisions (PD). Employing a quantitative approach through Structural Equation Modeling–Partial Least Squares (SEM-PLS), the study involved 118 coffee shop consumers. Validity and reliability tests, as well as analyses of the outer and inner models, were conducted with the assistance of artificial intelligence (ChatGPT) to support result visualization. The findings reveal that GSCM and GPF have significant effects on GC, while GC significantly influences PD. The mediation analysis confirms that GC acts as a full mediator between GSCM, GPF, and PD. These results highlight consumers’ environmental awareness as a key determinant of sustainable purchasing behavior. Consequently, green supply chain strategies and eco-friendly product attributes can strengthen consumer preferences for sustainable coffee products and provide opportunities for MSMEs to develop more effective and competitive green marketing strategies.]]>
