This article aims to analyse value co-creation in the context of ethical consumption extending the focus on customers and their relational context. Through a phenomenological study of Altromercato community the paper identifies three different categories of customer named as “trend followers”, “believers” and “supporters”. Each category depicts the profile of participants to the community by their different engagement and awareness. Each profile represents a different path leading customers to co-creation.
Interacting In Social Communities For Social Issues: The Co-Creation Perspective / Tregua, Marco; RUSSO SPENA, Tiziana; Casbarra, Claudia. - (2013), pp. 287-298. (Intervento presentato al convegno QUIS13- The 13th International Research Symposium on Service Excellence in Management tenutosi a Karlstad Sweden nel June 10-13 2013).
Interacting In Social Communities For Social Issues: The Co-Creation Perspective
TREGUA, MARCO;RUSSO SPENA, TIZIANA;CASBARRA, CLAUDIA
2013
Abstract
This article aims to analyse value co-creation in the context of ethical consumption extending the focus on customers and their relational context. Through a phenomenological study of Altromercato community the paper identifies three different categories of customer named as “trend followers”, “believers” and “supporters”. Each category depicts the profile of participants to the community by their different engagement and awareness. Each profile represents a different path leading customers to co-creation.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
