Exploring Consumer’s Social Motivations, Opportunity and Ability to Engage in Virtual Co-Creation

The aim of this paper is to explore the drivers, namely motivation, opportunity and ability, of consumer willingness to participate in virtual co-creation activities. Further, the influence of altruism and social reputation on motivation is investigated. Through an online survey we collected data on 180 consumers about co-creation activities in the food industry. Findings show that consumer’s motivation and ability have a relevant influence on willingness to participate in co-creation projects, while opportunity has not. Altruism and social reputation are confirmed to be relevant motivational factors. Managerial implications are provided.