The phygital paradox: when sustainability meets ownership in music consumption

Purpose This study aims to investigate how music albums of varying tangibility (physical versus phygital formats) influence consumers’ willingness to pay (WTP). It examines the mediating roles of psychological ownership (PO) and emotional value (EMV) and the moderating effects of green self-identity and consumer–celebrity attachment (CCA) within the stimulus–organism–response framework. Design/methodology/approach A two-phase experiment design tested these relationships, where Southeast Asian participants were randomly assigned to view either a physical or phygital album differing in tangibility, sensory engagement and sustainability-related cues. Subsequently, measures of PO, EMV, green self-identity, CCA and WTP were assessed using validated multi-item scales. Findings Results show that physical albums show higher WTP than phygital albums (mediated by PO and EMV). Green self-identity moderates the indirect effect of tangibility on WTP through PO, such that the indirect effect of tangibility is attenuated at high levels of green self-identity. However, CCA did not significantly moderate the tangibility–EMV link. Practical implications Findings guide artists and entertainment firms in designing sustainable album formats that balance environmental concerns with consumer attachment, thereby enhancing perceived value and WTP for eco-friendly phygital offerings. Originality/value This research extends PO theory to the phygital consumption context, revealing how hybrid product tangibility shapes emotional and ownership-based responses. It also identifies sustainability motivations and celebrity attachment as boundary conditions influencing phygital product adoption, complicating the view that celebrity attachment is purely emotional.