Authors - Sri Bramantoro Abdinagoro, Enda Panggati Abstract - This study examines how audiences process sustainability-oriented hype sneakers through emotional, rational, and hybrid responses in YouTube discourse on the Nike Space Hippie Sneaker. Using the Elaboration Likelihood Model and a semantic NLP approach, this study applies Sentence-BERT (SBERT)-based semantic similarity to identify dual-process consumer responses beyond conventional positive-negative sentiment classification. A corpus of YouTube comments was analyzed using a prototype-based se-mantic embedding approach. Audience comments were classified into emotion-al, rational, hybrid, and ambiguous processing orientations. Robustness checks were conducted using all-MiniLM-L6-v2 and all-mpnet-base-v2 models. The findings show that emotional processing became the most dominant category, followed by hybrid processing, while rational processing appeared in smaller proportions. The results indicate that sustainability in Nike Space Hip-pie discourse is mediated not only by environmental evaluation but also by aesthetic appeal, hype culture, and symbolic sneaker identity. In addition, the emergence of hybrid processing suggests that emotional and rational evaluations may coexist simultaneously within sustainability-oriented sneaker dis-course.
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