The relationship between motives and selection accuracy of creative ideas, in a context of co-creating sustainable innovations

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The United Nations (UN) came up with the sustainability development goals, because the world is facing a lot of problems, like global heating, which is the result of climate change, there is inequality and poverty and many more problems. Creative sustainable innovations are important in dealing with these problems. Creative ideas are ideas that are original, feasible and effective. These innovations can be generated together with consumers, which is co-creation. One of the steps in co-creation is selection. People’s intrinsic and extrinsic motives influence their behaviour, and therefore also their behaviour in co-creation. Extrinsic motives are subdivided into knowledge motives, social motives and financial motives. This research aims at testing whether there is a relationship between consumer’s their motives to participate in co-creation and their selection accuracy for selecting a top three most creative ideas. A survey is used in which 289 people participated. The selection accuracy score, which are used to test the relationship between the IV’s and the DV’s, are based on the selection scores of five experts in the field. Factor analysis extracted only two factors, which are intrinsic and extrinsic motives, and no significant results were found in the multiple regression analysis. Therefore, both intrinsic and extrinsic motives do not relate to selection accuracy of creative ideas in a context of co-creating sustainable innovations.
Faculteit der Managementwetenschappen