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Can product co-creation with consumers help organizations deliver and promote sustainability?
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Orientador(es)
Resumo(s)
The increasing concern about sustainability has become as important as the search for
competitive advantage in a society with fast changing demands. The following research seeks to
understand the impact of the participation in co-creation activities on customers intention to
become greener citizens (IERB), on customer loyalty towards greener brands and on willingness
to pay for self-designed and sustainable products (WTP). Additionally, this study tries to
understand which factors influence these relationships.
Based on the Experimental Vignette Method (EVM) method, 167 participants were
induced into four different degrees of co-creation scenarios within a questionnaire. Afterwards,
participants were tested for differences between their loyalty, WTP and IERB mean scores. The
participants’ gender, age, occupation, field of study and willingness to participate were also
measured to understand where they had influence on these mean scores.
The results of this research suggest that co-creation participants are more willing to pay for
sustainability and have higher intent to change their behaviors towards sustainability, over the
consumers’ that do not engage in co-creation activities. Additionally, customer tendency to be
concerned for environmental issues was found to be a relevant moderator of the effect of cocreation
in willingness to pay. Furthermore, the results show that women are more likely to intend
to engage in responsible behaviors when compared to men and that younger generations are
willing to participate in co-creation activities, motivated by their green predisposition.
The research adds to former literature by combining two different areas of study,
innovation and behavior towards the achievement of bigger competitive advantages and greener
citizens. More than expanding the academic knowledge, these results provide a better
understanding on effects of co-creation in young generations. As such, these findings constitute
a starting point on how to engage in co-creation activities and the consumers that can be chosen
for these endeavors.
Descrição
Palavras-chave
Co-creation Sustainability Green Behaviors