Let’s start co-creating in the food industry! A research into the critical determinants of the participation in co-creation in the food industry
The purpose of this paper is to investigate which antecedents lead to contribution in Customer Participation Behaviour (CPB) and Customer Citizenship Behaviour (CCB) in the Dutch food industry with the moderating factor of online brand communities. An investigation is necessary as co-creation has many advantages for the company, and companies in the food industry make little use of co-creation. An online survey resulted in 192 valid responses. Results showed that people who consider electronic Word-of-Mouth (e-WOM) as more relevant to them, are more likely to participate in co-creation in comparison to people who consider e-WOM less relevant to them. Besides, high food-involved people are, without the moderating effect of brand community, more likely to participate in co-creation compared to low food-involved people. Moreover, for some degrees of involvement of food brand community and a certain degree of food involvement / e-WOM relevance, it is more likely that people participate in co-creation. Based on the findings, it is recommended that companies stimulate people to write a review about the co-creation platform. Besides, it is recommended to reach high food-involved people, as they are more likely to participate in co-creation in the food industry compared to low food involved people.
Faculteit der Managementwetenschappen