Percorrer por autor "Atzwanger, Constanze"
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- Co-creation : a strategy to increase trust in sustainable products : the role of the communicatorPublication . Atzwanger, Constanze; Costa, Cláudia Isabel de SousaFollowing society’s trend of a more sustainable lifestyle, companies today urge to improve the live cycle of their products. As consumers often perceive this to happen mainly for the companies’ own benefit, their trust in green products is put to the test. The innovation strategy consumer co-creation should build and strengthen the trust through greater transparency and a focus on customer interests. In three experimental studies of 194, 139 and 227 participants, this thesis investigated the role of co-creation in a sustainable setting and further how the right communicator influences the effect of co-creation. Using the product category skin-cream direct as well as indirect mediation or moderation effects between the sustainability claim, the innovation method, trust and purchase intention were analyzed. The findings indicate that trust is important when buying a sustainable product. Secondly, results show that co-created products have an effect on trust and purchase intention, especially if consumers feel that the co-creators have a sufficiently high level of expertise. Finally, evidence was found that expertise can also be transmitted through the communicator, who is responsible to disseminate information about the co-created product. These findings provide a valuable contribution to current literature by combining the research topics of sustainability and co-creation and further expand the research on the external factors that can enhance the co-creation effect. In addition, the thesis suggests substantial managerial implications for companies practicing sustainable production and long for a customer-focused innovation strategy.