Is the stage yours? Shedding light on the effect of co-creation stages on customers’ green and functional trust
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/42377 |
Resumo: | 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. |
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Is the stage yours? Shedding light on the effect of co-creation stages on customers’ green and functional trustCo-creationGreen productsPurchase intentionGreen trustFunctional trustCo-creation stagesCo-criaçãoProdutos verdesIntenção de compraConfiança verdeConfiança funcionalFases de co-criaçãoDomínio/Área Científica::Ciências Sociais::Economia e GestãoAlthough 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.Embora os consumidores demonstrem um interesse crescente em fazer escolhas mais ecológicas aquando da decisão de compra, o seu comportamento de compra efectivo fica aquém. Estudos anteriores destacaram a falta de confiança nos produtos ecológicos como uma possível explicação para esta discrepância no consumo. Uma vez que a co-criação se baseia em características como a abertura, o diálogo e a transparência, este documento investiga se esta abordagem de inovação pode ser uma forma de aumentar a confiança ecológica e a confiança funcional nos produtos ecológicos. Os resultados revelaram um efeito de mediação positivo da confiança ecológica entre os produtos ecológicos e a intenção de compra dos consumidores. Além disso, os resultados revelaram um efeito de interacção entre o carácter ecológico do produto e a co-criação, salientando a eficácia da co-criação no aumento da confiança funcional. Uma vez que os produtos verdes são considerados menos eficazes, os gestores da inovação podem complementar o seu processo de inovação com a co-criação quando tentam aumentar a confiança funcional em novos produtos verdes. Além disso, o documento examinou se a comunicação específica da fase em que a co-criação teve lugar tem um impacto na observação da confiança verde e da confiança funcional dos consumidores. Os resultados mostraram que os consumidores têm um nível mais elevado de confiança funcional nos produtos ecológicos que foram co-criados na fase de lançamento, em comparação com os produtos que foram criados por profissionais.Costa, CláudiaVeritati - Repositório Institucional da Universidade Católica PortuguesaBrüne, Fabian2023-09-15T07:12:46Z2023-07-032023-062023-07-03T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/42377TID:203327250enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-09-19T01:42:28Zoai:repositorio.ucp.pt:10400.14/42377Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:29:35.267856Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Is the stage yours? Shedding light on the effect of co-creation stages on customers’ green and functional trust |
title |
Is the stage yours? Shedding light on the effect of co-creation stages on customers’ green and functional trust |
spellingShingle |
Is the stage yours? Shedding light on the effect of co-creation stages on customers’ green and functional trust Brüne, Fabian Co-creation Green products Purchase intention Green trust Functional trust Co-creation stages Co-criação Produtos verdes Intenção de compra Confiança verde Confiança funcional Fases de co-criação Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Is the stage yours? Shedding light on the effect of co-creation stages on customers’ green and functional trust |
title_full |
Is the stage yours? Shedding light on the effect of co-creation stages on customers’ green and functional trust |
title_fullStr |
Is the stage yours? Shedding light on the effect of co-creation stages on customers’ green and functional trust |
title_full_unstemmed |
Is the stage yours? Shedding light on the effect of co-creation stages on customers’ green and functional trust |
title_sort |
Is the stage yours? Shedding light on the effect of co-creation stages on customers’ green and functional trust |
author |
Brüne, Fabian |
author_facet |
Brüne, Fabian |
author_role |
author |
dc.contributor.none.fl_str_mv |
Costa, Cláudia Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Brüne, Fabian |
dc.subject.por.fl_str_mv |
Co-creation Green products Purchase intention Green trust Functional trust Co-creation stages Co-criação Produtos verdes Intenção de compra Confiança verde Confiança funcional Fases de co-criação Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Co-creation Green products Purchase intention Green trust Functional trust Co-creation stages Co-criação Produtos verdes Intenção de compra Confiança verde Confiança funcional Fases de co-criação Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
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. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-09-15T07:12:46Z 2023-07-03 2023-06 2023-07-03T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/42377 TID:203327250 |
url |
http://hdl.handle.net/10400.14/42377 |
identifier_str_mv |
TID:203327250 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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