<![CDATA[Sustainability has emerged as a global concern due to the escalating climate crisis, resulting in a heightened focus on green products by companies worldwide. Customer attitudes are a reliable predictor of preferences for green products and are influenced by factors such as product knowledge, product innovation, and price fairness. This study utilizes an explanatory research design with quantitative methods to analyze the relationships between these variables. Based on a sample of 150 respondents, the results demonstrate that product knowledge, product innovation, and price fairness significantly impact customer attitudes toward green products. Companies like Starbucks Indonesia should enhance their advertising strategies to improve customer knowledge of green products, adjust their pricing to reflect greater fairness, and develop more innovative green products. These efforts are vital to boosting customer engagement with green products and aligning with global sustainability trends.]]>
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