<![CDATA[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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