Is the stage yours? Shedding light on the effect of co-creation stages on customers’ green and functional trust

  • Fabian Brüne (Student)

Student thesis: Master's Thesis


Although consumers show an increased interest in making greener choices at the purchase decision, their actual purchasing behavior lags. Previous research has highlighted a lack of trust in green products as a possible explanation for this consumption discrepancy. As co-creation is based on characteristics such as openness, dialogue, and transparency, this paper investigates whether this innovation approach could be a way to increase green trust and functional trust in green products. The results showed a positive mediation effect of green trust between green products and consumers' purchase intention. Furthermore, the results showed an interaction effect between product greenness and co-creation, highlighting the effectiveness of co-creation in increasing functional trust. Since green products are perceived as less effective, innovation managers can complement their innovation process with co-creation when trying to increase functional trust in new green products. Furthermore, the paper examined whether the specific communication of the stage in which co creation took place has an impact on the observation of consumers' green trust and functional trust. The results showed that consumers have a higher level of functional trust in green products that have been co-created at the launch stage compared to products that have been created by professionals.
Date of Award3 Jul 2023
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorCláudia Isabel de Sousa Costa (Supervisor)


  • Co-creation
  • Green products
  • Purchase intention
  • Green trust
  • Functional trust
  • Co-creation stages


  • Mestrado em Gestão e Administração de Empresas

Cite this