<![CDATA[This study examines the influence of product innovation and green marketing implementation on the decision to purchase environmentally friendly products, with government regulations as a mediating variable, in the context of CV. Suvana Solusi Mandiri, a technology company in Indonesia. The research aims to analyze opportunities and challenges in implementing green marketing, contributing to sustainable business practices aligned with the Sustainable Development Goals (SDGs), particularly SDG 9 (Industry, Innovation, and Infrastructure), SDG 12 (Responsible Consumption and Production), and SDG 13 (Climate Action). Using a quantitative explanatory approach with a mediation model, data were collected via questionnaires from 160 respondents in Jabodetabek, selected through purposive sampling. Analysis employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to test seven hypotheses. Results indicate that product innovation significantly and positively affects purchasing decisions for eco-friendly products (β = 0.289, t = 3.212, p = 0.001) and government regulations (β = 0.473, t = 5.800, p = 0.000). Green marketing implementation also positively influences purchasing decisions (β = 0.221, t = 2.634, p = 0.008) and government regulations (β = 0.414, t = 4.850, p = 0.000).]]>
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