Co-creation and ethical issues: the experience of Altromercato community

This article aims to analyze value co-creation in the context of ethical consumption. Starting from understanding of the consumer’s perspective the paper explores consumers’ viewpoints and practices regarding their involvement in value cocreation processes in a community context. We analysed Facebook likers of Altromercato community - a top-seller nonprofit organisation distributing ethical products in Italy. Direct interviews were carried out following netnography criteria to investigate customers’ engagement in co-creation process. The study contributes to co-creation debate to shade new light on how value is created by consumers in interaction with others. Referring to ethical products, the co-creation processes emerge as highly influenced by context of interaction involving simultaneously customers, firms and community mutually influencing.