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

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dc.contributor.authorTaheri B
dc.contributor.authorPourfakhimi S
dc.contributor.authorGannon MJ
dc.contributor.authorPrayag, Girish
dc.contributor.authorFinsterwalder, Jörg
dc.date.accessioned2022-10-18T21:01:01Z
dc.date.available2022-10-18T21:01:01Z
dc.date.issued2021en
dc.date.updated2022-07-28T01:20:02Z
dc.description.abstractPurpose: This study aims to investigate whether the antecedents of co-creation influence braggart word-of-mouth (WoM) in a participative leisure context, theorising the concept of co-created food well-being and highlighting implications for interactive experience co-design. Design/methodology/approach: A sequential mixed-method approach was used 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 well-being. 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 well-being. Accordingly, the concept of co-created food well-being is introduced.en
dc.identifier.citationTaheri B, Pourfakhimi S, Prayag G, Gannon MJ, Finsterwalder J (2021). Towards co-created food wellbeing: Culinary consumption, braggart word-of-mouth, and the role of participative co-design, service provider support, and C2C interactions. European Journal of Marketing. 55(9). 2464-2490.en
dc.identifier.doihttp://doi.org/10.1108/EJM-02-2020-0145
dc.identifier.issn0309-0566
dc.identifier.urihttps://hdl.handle.net/10092/104574
dc.languageen
dc.language.isoenen
dc.publisherEmeralden
dc.rightsAll rights reserved unless otherwise stateden
dc.rights.urihttp://hdl.handle.net/10092/17651en
dc.subjectco-creationen
dc.subjectcustomer-to-customer interactionsen
dc.subjectservice designen
dc.subjectbraggart WoMen
dc.subjectculinary leisure experiencesen
dc.subjectco-created food wellbeingen
dc.subject.anzsrcFields of Research::35 - Commerce, management, tourism and services::3506 - Marketing::350602 - Consumer-oriented product or service developmenten
dc.subject.anzsrcFields of Research::35 - Commerce, management, tourism and services::3506 - Marketing::350601 - Consumer behaviouren
dc.subject.anzsrcFields of Research::35 - Commerce, management, tourism and services::3506 - Marketing::350611 - Service marketingen
dc.titleTowards co-created food wellbeing: Culinary consumption, braggart word-of-mouth, and the role of participative co-design, service provider support, and C2C interactionsen
dc.typeJournal Articleen
uc.collegeUC Business School
uc.departmentManagement, Marketing and Entrepreneurship
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