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Towards co-created food wellbeing- Culinary consumption, braggart word-of-mouth, and the role of participative codesign, service provider support, and C2C interactions1.09 MB
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Journal article
Towards co-created food well-being: culinary consumption, braggart word-of-mouth and the role of participative co-design, service provider support and C2C interactions
European Journal of Marketing, Vol.55(9), pp.2464-2490
2021
Abstract
Purpose: This study investigates whether the antecedents of co-creation influence braggart word-of-mouth (WoM) in a participative leisure context, theorising the concept of co-created food wellbeing and highlighting implications for interactive experience co-design. Design/methodology/approach: A sequential mixed-method approach was employed to test a theoretical model; 25 in-depth interviews with cooking class participants were conducted, followed by a post-experience survey (n=575). Findings: Qualitative results suggest braggart WoM is rooted in active consumer participation in co-designing leisure experiences. The structural model confirms that participation in value co-creating activities (i.e., co-design, customer-to-customer (C2C) interaction), alongside perceived support from service providers, increases consumer perceptions of co-creation and stimulates braggart WoM. Degree of co-creation and support from peers mediate some relationships. Research limitations/implications: Limited by cross-sectional data from one experiential consumption format, the results nevertheless demonstrate the role of active participation in co-design and C2C interactions during value co-creation. This implies that co-created and codesigned leisure experiences can intensify post-consumption behaviours and potentially enhance food wellbeing. Practical implications: The results highlight that integrating customer participation into service design, while also developing opportunities for peer support on-site, can stimulate braggart WoM. Originality/value: Extends burgeoning literature on co-creation and co-design in leisure services. By encouraging active customer participation while providing support and facilitating C2C interactions, service providers can enhance value co-creation, influencing customer experiences and food wellbeing. Accordingly, the concept of co-created food wellbeing is introduced
Details
- Title
- Towards co-created food well-being: culinary consumption, braggart word-of-mouth and the role of participative co-design, service provider support and C2C interactions
- Authors
- Babak Taheri (Author) - Heriot-Watt UniversityShahab Pourfakhimi (Author) - University of the Sunshine Coast, Queensland, USC Business School - LegacyGirish Prayag (Author) - University of CanterburyMartin Gannon (Author) - University of EdinburghJoerg Finsterwalder (Author) - University of Canterbury
- Publication details
- European Journal of Marketing, Vol.55(9), pp.2464-2490
- Publisher
- Emerald Publishing Limited
- Date published
- 2021
- DOI
- 10.1108/EJM-02-2020-0145
- ISSN
- 1758-7123; 0309-0566
- Copyright note
- Copyright (c) 2021 The Authors. This pre-print is published under Creative Commons Attribution Noncommercial International Licence 4.0 (CC BY-NC 4.0).
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Sustainability Research Cluster
- Language
- English
- Record Identifier
- 99505307902621
- Output Type
- Journal article
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- Collaboration types
- Domestic collaboration
- International collaboration
- Web Of Science research areas
- Business