Can co-creation narrow the sustainability gap?

Abstract

The growing concern about environmental issues has led to widespread attention from consumers toward sustainability and sustainable products. However, sales of sustainable products still represent a fraction of overall consumer demand. Such discrepancy between attitude (concern) and behavior (purchase) is what scholars have identified as the sustainability gap. Market research has led decision-makers to believe that consumers would purchase sustainable products, only to see sales fall far below expectations.Co-creation has been argued as an innovation strategy that instills trust in new products due to transparency and openness toward its operations. This research shows that the effect that co creation has on trust in the development of new sustainable products supports the reduction ofconsumers’ sustainability gap, increasing the purchase intention.The research was conducted using a scenario-based experimental methodology. The study followed a 2 x 1 (Co-creation vs non-co-creation; sustainability claim) between-subject design.Findings show that the increase in purchase intention of sustainable co-created products is mediated by consumer trust. Results also show that the effect of co-creation on consumer trust in sustainable marketing claims is moderated by the consumers’ general concern with sustainable issues, such that for consumers with low or no concern, co-creation is a more trustworthy and honest strategy. Finally, research also demonstrates that loyalty serves as a mediator for the beneficial effect of trust on purchase intention, and that tolerance for higher pricing for sustainable products mediates the favorable effect of loyalty on purchase intention.Theoretical and practical implications will be discussed.

Date of Award	4 May 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Cláudia Isabel de Sousa Costa (Supervisor)