Co-production: a source of psychological well-being for consumers?

Abstract

Purpose

This research aims to examine the co-production of a product as a source of psychological well-being for consumers.

Design/methodology/approach

A quantitative experimental study on the theme of cosmetics products was conducted using a sample of 844 women. It comprised three scenarios corresponding to low (finished products), intermediate (products sold in kits) and high (the purchase of cosmetic ingredients) co-production.

Findings

The results show that co-producing an offer is a source of psychological well-being. This effect can be explained by an increase in perceived benefits and perceived value.

Originality/value

The finding of interest for management is the identification of factors that improve individuals’ psychological well-being.

Citation

Abaidi, I., Cottet, P. and Abaidi, J. (2022), "Co-production: a source of psychological well-being for consumers?", Journal of Consumer Marketing, Vol. 39 No. 6, pp. 595-609. https://doi.org/10.1108/JCM-01-2021-4404