The role of egoistic, hedonic, altruistic and biospheric values in sustainable co-creation settings
In a world where pollution and human waste have become second nature, organizations have a social responsibility to provide sustainable products in-process and delivery. The United Nation’s sustainability goals serve as a guideline for adopting responsible behavior. This study focused on sustainability goal number 12 (responsible consumption and production), more specifically on sustainable packing processes. Because creativity is the start of innovation, and consumers can bring this green creativity to the sustainable innovation processes, a co-creation setting was chosen for the topic of study. Co-creation in sustainable innovation is a multi-phased process. The focus was on the evaluation stage because of its importance in the success of these innovations. This study aimed to discover if certain factors, specifically environmental values, had a relationship with the evaluation accuracy of creative ideas in that setting. It revealed that biospheric, altruistic, and hedonic values had no significant relationship with the evaluation accuracy of creative ideas. However, egoistic values negatively affected the evaluation accuracy of creative ideas in a sustainable innovation co-creation process. The conclusion of this study showcases the importance of selection criteria for co-creation participants in sustainable innovations.
Faculteit der Managementwetenschappen