ENVIRONMENTAL VALUES AND THEIR INFLUENCE ON SUSTAINABLE SELECTION ACCURACY IN THE CO-CREATION SETTING
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2022-08-31
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en
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To test if environmental values correlate with creative idea selection accuracy an online survey was distributed to consumers and experts. Consumers were tested on their values and were asked to select ideas and experts were asked to evaluate the ideas. To assess idea selection accuracy expert scores were used as an external performance standard to which the selected ideas of the consumers were compared. The data were analyzed using confirmatory factor analysis (CFA) for the measures of the environmental values and structural equation modeling (SEM). The CFA confirmed that it is not valuable to distinguish between altruistic and biospheric values and that it is doubtful that distinguishing between egoistic and hedonic values is worthwhile. The results of the SEM analysis only showed an extremely low significant
6 positive relationship between egoistic values and idea selection accuracy. Overall the results suggest that there are many more variables outside the model of this study that influence idea-selection accuracy, resulting in a call-out for more research on improving idea selection accuracy.
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Faculteit der Managementwetenschappen