<![CDATA[This study examines how users interpret Green SM Taxi brand awareness as an environmentally friendly transportation service in Indonesia. The study addresses a gap in green brand communication research, where brand awareness is often treated as recognition and recall, while users’ experiential verification of green claims remains insufficiently explained. Using an interpretive qualitative design, data were collected through semi-structured interviews with nine users selected purposively based on prior service experience and their ability to recall at least one brand communication cue. The data were analyzed thematically through open coding, axial coding, theme consolidation, negative-case checking, and light member checking. The findings show that awareness is formed through three interconnected layers: visible, felt, and available. Visible cues, such as fleet color, logo, and green narratives, support recognition and recall. Felt evidence, including quiet cabins, smoother rides, cleanliness, and driver conduct, makes green claims more credible. Availability, including waiting time, vehicle readiness, app usability, and payment convenience, determines whether awareness becomes actual use. Word-of-mouth and digital conversations also strengthen awareness through experience-based social validation. This study offers a service-based green brand awareness model that links symbolic communication, user experience, operational readiness, and actual use.Penelitian ini mengkaji bagaimana pengguna memaknai kesadaran merek Green SM Taxi sebagai layanan transportasi ramah lingkungan di Indonesia. Studi ini menjawab celah dalam penelitian komunikasi merek hijau, ketika kesadaran merek sering dipahami sebatas pengenalan dan ingatan, sementara verifikasi pengguna terhadap klaim hijau melalui pengalaman layanan belum banyak dijelaskan. Dengan desain kualitatif interpretif, data dikumpulkan melalui wawancara semi-terstruktur terhadap sembilan pengguna yang dipilih secara purposif berdasarkan pengalaman menggunakan layanan dan kemampuan mengingat setidaknya satu tanda komunikasi merek. Data dianalisis secara tematik melalui open coding, axial coding, konsolidasi tema, pemeriksaan kasus negatif, dan member checking ringan. Temuan menunjukkan bahwa kesadaran terbentuk melalui tiga lapisan yang saling terhubung, yaitu terlihat, terasa, dan tersedia. Tanda yang terlihat, seperti warna armada, logo, dan narasi hijau, membangun pengenalan dan ingatan. Bukti yang terasa, seperti kabin hening, perjalanan halus, kebersihan, dan perilaku pengemudi, membuat klaim hijau lebih kredibel. Ketersediaan layanan, termasuk waktu tunggu, kesiapan armada, kemudahan aplikasi, dan kelancaran pembayaran, menentukan apakah kesadaran berubah menjadi penggunaan aktual. Word-of-mouth dan percakapan digital turut memperkuat kesadaran melalui validasi sosial berbasis pengalaman. Studi ini menawarkan model kesadaran merek hijau berbasis layanan yang menghubungkan komunikasi simbolik, pengalaman pengguna, kesiapan operasional, dan penggunaan aktual. ]]>
