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In the competitive landscape of green startups, a key challenge is distinguishing themselves through environmental and sustainability values. To address this, startups establish Social Media Brand Communities (SMBC) to enhance Customer-Based Brand Equity (CBBE). This research examines the impact of SMBC on CBBE, mediated by Brand-Community Commitment. Employing a quantitative research design with an online questionnaire, a purposive sampling technique selected customers of green startups with active brand communities. Data were collected over one year in Indonesia, starting in June 2023, with 150 respondents. Analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM) reveals that SMBC characteristics (shared consciousness, ritual and tradition, and moral responsibility) influence CBBE elements: brand awareness, perceived quality, and brand loyalty. Brand awareness is directly influenced, while other elements are mediated through brand-community commitment. Despite some deviations from theoretical expectations, the findings indicate that brand communities in Indonesian green startups positively impact marketing performance, particularly in fostering brand awareness. Future research should explore the long-term effects of social media brand communities on other CBBE aspects across different industries and regions to enhance generalizability.