<![CDATA[This study aims to analyze the role of Gen Z in enhancing the sustainable competitiveness of gambir in Nagari Talang Maur, Lima Puluh Kota Regency, West Sumatra, using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. The independent variables consist of environmental awareness, innovation and entrepreneurship, the use of digital marketing technology, and social support and policies. Gambir competitiveness serves as the dependent variable, while the role of Gen Z functions as the mediating variable. The findings reveal that innovation and entrepreneurship have a direct positive effect on gambir competitiveness. Conversely, social support and digital marketing significantly influence the role of Gen Z, which in turn positively impacts gambir competitiveness. These results indicate that Gen Z holds substantial potential to transform the gambir sector through innovation and digital engagement. However, their involvement remains constrained due to structural limitations, such as restricted access to decision-making processes and the dominance of monopsony market structures. The policy implications of this study highlight the importance of strengthening entrepreneurial ecosystems and digital transformation initiatives that actively engage Generation Z in the gambier value chain. Furthermore, institutional and market governance reforms are needed to enhance youth participation in decision-making processes and address structural barriers arising from oligopolistic market conditions, thereby supporting the sustainable competitiveness of the gambier sector.]]>
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