Lightly coat a 9-inch round pan with nonstick cooking spray. Set aside. (See Notes below.)
In a large bowl, stir together the warm milk, coconut sugar, butter, and salt. Stir in the yeast and wait 10-15 minutes or until the mixture smells fragrant. (It’s okay if it doesn’t turn bubbly or frothy!) Stir in the instant coffee and pumpkin purée until the coffee has completely dissolved. Sprinkle the pumpkin spice and 1 1/2 cups of flour on top, and stir until completely incorporated. If the dough is still wet, continue stirring in flour 2 tablespoons at a time until the dough begins to pull away from the sides of the bowl.
Turn the dough out onto a well-floured surface, and knead for 3-5 minutes or until the dough springs back most of the way when you gently press your index finger into it. Let the dough rest while preparing the filling.
Prepare the filling: stir together the coconut sugar and pumpkin spice in a small bowl.
On a clean, well-floured surface, roll the dough out into a 16x10-inch rectangle. Brush with the melted butter, leaving a 1-inch border on the two longer sides. Sprinkle with the filling sugar mixture, leaving a 1-inch border on the two longer sides again. Carefully roll up the dough into a log, starting at one long edge and rolling towards the other one. Pinch the ends to seal. If the dough won’t stick together, gently brush the second longer edge with water before pinching to seal.
Slice the log into 12 pieces using dental floss (recommended; see Notes below) or a sharp serrated knife. Place the rolls into the prepared pan, and cover the pan with a clean towel. Set the pan in a warm, draft-free spot, and let the rolls rise for 45-60 minutes or until doubled in size.
Preheat the oven to 350°F. Bake the cinnamon rolls for 17-20 minutes or until the filling is bubbling and the sides feel firm. Cool in the pan for at least 10 minutes before serving.