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Customer interaction is both an aim and source of concern for managers around the world. Different forms of interaction, such as cocreation, coproduction and customer participation, are evaluated in different fields of knowledge, with a gap in terms of the joint analysis of their antecedents and consequences as well as possible practical distinctions in the effects of these concepts. The purpose of this paper is to examine customer interaction effects by applying meta-analysis of effect sizes that measure the strength of their relationships.

The study used meta-analysis and moderator analysis approaches to synthesize preview results on customer interaction relationships.

The results suggest the empirical validity of using customer participation to replace terminologies such as coproduction and cocreation, and show the moderation role of institutional, cultural and contextual factors.

This study investigated the literature in the areas of business and management to show whether, how and when customer interaction is related to individual and organizational factors. Although the conceptual and empirical implications derived from the preliminary efforts and the consolidated results are robust to generalization, methodological biases limited the findings.

This research suggests that a better understanding of customer interaction (antecedents, consequences and moderators) may help organizations to identify the most appropriate ways to build their strategies and to improve the results of their efforts.

This study contributes to the literature by providing one of the few attempts to consolidate the preliminary studies in different forms of customer interaction, suggesting possible moderations and amplifying the preliminary efforts.

The theory of planned behavior (TPB) emerged as one of the main theoretical bases for understanding consumer intentions and behaviors, with robust results covering different topics. In the context of food, the use of theory has motivated the replication and extension of the model under different circumstances. The paper aims to discuss these issues.

The aims of this meta-analysis were to synthesize the literature on TPB in the food choice context and analyze the moderator effect on direct relationships under theoretical, methodological and cultural circumstances A random-effects meta-analysis of 155 studies (n=367.994) was conducted.

There was a robustness in the application of the TPB model to predict food choice; in particular, attitude was the stronger predictor of intention (r=0.386). The analysis of moderators showed that food origin, life cycle, involving technology, healthcare, ethical concerns, motivation and convenience change the original model relations.

This meta-analysis is limited by the scope of the investigated literature and publication bias. This approach contributes to the literature in two ways. It confirms the robustness of the theoretical model for predicting behaviors in the context of food choice. Furthermore, this research is the first to provide support to sample, cultural and situational moderators.

The findings offer insights into the food choice context and identify some gaps and opportunities for future research.