Towards co-created food wellbeing: Culinary consumption, braggart word-of-mouth and the role of participative co-design, service provider support and C2C interactions

Babak Taheri, Shahab Pourfakhimi, Girish Prayag, Martin J Gannon, Joerg Finsterwalder

Research output: Contribution to journalArticlepeer-review

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 co-designed 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.
Original languageEnglish
JournalEuropean Journal of Marketing
DOIs
Publication statusPublished - 8 Feb 2021

Keywords

  • co-creation
  • customer-to-customer interactions
  • service design
  • braggart WoM
  • culinary leisure experiences
  • co-created food wellbeing

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