The Application of Value Co-Creation in Advancing Solutions to Sustainable Consumption

Abstract

Co-creation has been emerging as a strategy for value creation, with this exploratory study in the grocery retail context proposing business-to-consumer co-creation as a means of developing solutions to sustainable consumption. The overarching narrative of the research findings is that the market may not yet be ready. Co-creation represents a new paradigm that would require a new orientation in the business-to-consumer relationship to become one of collaboration in the service experience.