Customer-Based Green Brand Equity: The Mediating Role of Psychological Ownership of Green Products among IKEA Family Members in Indonesia

Mazaya Izzatur Rahim; Ratih Hurriyati; Puspo Dewi Dirgantari

doi:10.59261/jequi.v8i4.423

Authors

Mazaya Izzatur Rahim Universitas Pendidikan Indonesia
Ratih Hurriyati Universitas Pendidikan Indonesia
Puspo Dewi Dirgantari Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.59261/jequi.v8i4.423

Keywords:

Digital Green Product Signals, Psychological Ownership of Green Products, Customer-Based Green Brand Equity, IKEA

Abstract

Background: This study advances Cue Utilization Theory and Psychological Ownership Theory by establishing psychological ownership as a pivotal mediating mechanism through which digital green product cues generate green brand value within digitally engaged loyalty communities.

Objective: This study investigates how digital green product cues shape customer-based green brand equity via the psychological ownership of green products among IKEA Family Indonesia members.

Methods: This study employed a quantitative survey design, collecting data from 348 purposively sampled IKEA Family Indonesia members. CB-SEM was applied to examine both direct and indirect pathways among the research variables.

Results: Findings reveal that digital green product cues meaningfully strengthen psychological ownership of green products, which in turn elevates customer-based green brand equity. Moreover, psychological ownership of green products serves as a significant positive mediator in the pathway from digital green product cues to customer-based green brand equity.

Conclusion: These results confirm that communicating sustainability credentials via digital channels both directly enhances green brand perception and cultivates a sense of product belonging that reinforces customer-based green brand equity.

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