<![CDATA[This study analyzes the effect of AI-Based Ad Personalization and Green Advertising Appeal on Green Purchase Intention of Fore Coffee, both directly and through the mediating role of Perceived Relevance, among young workers in Makassar City. A quantitative explanatory approach with a cross-sectional survey design was employed. Data were collected from 160 respondents aged 22–35 who had purchased Fore Coffee products and had been exposed to personalized advertisements or recommendations, selected through purposive sampling, and analyzed using PLS-SEM with SmartPLS 4. The results show that AI-Based Ad Personalization and Green Advertising Appeal each have a significant positive effect on Perceived Relevance, and that Perceived Relevance has a significant positive effect on Green Purchase Intention. However, AI-Based Ad Personalization has no significant direct effect on Green Purchase Intention, its effect is fully mediated by Perceived Relevance. In contrast, Green Advertising Appeal significantly affects Green Purchase Intention both directly and indirectly through Perceived Relevance, indicating partial mediation. These findings indicate that AI-based personalization only drives green purchase intention once it builds perceived relevance, while green advertising appeal exerts a stronger, dual pathway influence. This study contributes to extending ELM in the context of technology based green marketing in emerging markets and offers practical implications for coffee shop businesses designing effective, sustainable advertising strategies for the young worker segment]]>
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