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All Journal International Journal of Applied Business and International Management International Journal of Accounting & Finance in Asia Pasific
Andriyansah Andriyansah
Department of Management, Faculty of Economics and Business, Universitas Terbuka, South Tangerang, Banten, Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Ergo-Iconic Value and Local Products as Media of Generation Z Consumption Identity Andriyansah Andriyansah
International Journal of Applied Business and International Management Vol 9, No 3 (2024): December 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v9i3.4812

Abstract

This article develops a conceptual framework for understanding ergo-iconic value in local products as a mechanism for transmitting Generation Z consumption identity. Using an integrative literature review and theory synthesis, the article connects product value theory, symbolic consumption, consumption identity, digital consumer experience, and the emerging body of literature on ergo-iconic value. The central argument is that local products become meaningful to Generation Z when functional usefulness, symbolic recognition, and digital communicability are mutually connected. Ergo value provides functional legitimacy by enabling local products to be accepted as useful, reliable, accessible, and relevant to everyday consumption. Iconic value provides identity legitimacy by enabling local products to be recognized as distinctive, meaningful, authentic, and identity-bearing. Digital articulation allows these values to circulate through social media, marketplaces, electronic word of mouth, user-generated content, and online communities. The proposed framework consists of four interrelated components: local product base, ergo value, iconic value, and digital articulation. These components generate three processes of consumption identity transmission: functional internalization, symbolic recognition, and digital articulation. The article contributes to product value and consumption identity literature by repositioning local products not merely as commodities or cultural artifacts, but as value-bearing media through which function, identity, and digital experience are integrated. The framework also offers a basis for future empirical research on how younger consumers interpret, display, and negotiate local product meanings in digital consumption environments.
Ergo-Iconic Meaning-Making in Local Products: Generation Z, Digital Consumption Experience, and Consumer-Interpreted Value Andriyansah Andriyansah
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v8i3.4811

Abstract

This article examines how Generation Z interprets ergo-iconic value in local products through digital consumption experience. Although previous studies have discussed ergo-iconic value in relation to product strategy, marketing performance, SME competitiveness, social media virality, and digital product value, limited attention has been given to how this value is interpreted, negotiated, and articulated by young consumers in everyday digital consumption practices. Using a qualitative interpretive design, this study draws on in-depth interviews with 30 Generation Z consumers, digital observation of publicly available social media and marketplace content, and document analysis of product descriptions, packaging narratives, and promotional materials. The findings identify five interrelated themes: functional interpretation of ergo value, symbolic interpretation of iconic value, digital articulation of product meaning, negotiation of local identity, and the formation of an ergo-iconic meaning-making model. The study shows that ergo value is interpreted through usability, comfort, reliability, affordability, accessibility, and everyday suitability, while iconic value is interpreted through local identity, authenticity, visual distinctiveness, cultural narrative, community connection, and lifestyle relevance. Digital consumption experience functions as the space where these meanings are encountered, evaluated, displayed, reviewed, shared, criticized, and renegotiated. The article argues that ergo-iconic value is not fixed within local products or fully controlled by producers. Rather, it is produced through the interaction between product attributes, consumer interpretation, and digital circulation. The study contributes to product value theory by reframing value as an interpretive and socially circulated process, extends symbolic consumption theory by showing how identity-bearing products are articulated through digital practices, and refines ergo-iconic value as a consumer-interpreted meaning-making construct. Practically, the findings suggest that local entrepreneurs and MSMEs need to build products that are functionally credible, symbolically coherent, and digitally communicable
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