Title page for ETD etd-07232011-133528

Document Type Master's Dissertation
Author Verran, Ginny Britt
URN etd-07232011-133528
Document Title The application of value co-creation in advancing solutions to sustainable consumption
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Ms K Chipp Committee Chair
  • green marketing
  • value co-creation
  • sustainable consumption
  • servie dominant logic
  • knowledge attitude practice gap
Date 2011-04-10
Availability unrestricted

The environmental sustainability challenges faced by society represent a discontinuity that requires new systemic ways of thinking and approaching problems. For business and consumers this entails finding new ways of creating value. In this respect, this study argues that an important source of value lies in efficient service co-creation between business and consumers in the consumption process. To this end, this study set out to explore the potential of business-to-consumer co-creation to advance solutions to sustainable consumption in the grocery retail setting.

Exploratory qualitative research was conducted with grocery retailers and environmentally conscious consumers to gain insights into the types of initiatives that are important with respect to sustainable consumption. The willingness of business and consumers to work together to co-create solutions was gauged, and potential processes and mechanisms for co-creation were explored.

The research found that both grocery retailers and consumers recognise sustainability as a systemic issue and welcomed the notion of co-creating solutions. However, the overarching narrative of the research findings with respect to the how of co-creation is that the market may not yet be ready. Retailers are driving sustainability initiatives across the supply chain, with consumers occupying a relatively passive role. This study argues that co-creation represents a fundamentally new paradigm that poses the challenge of a new orientation for the business-to-consumer relationship.

2010 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria

Please cite as follows:

Verran, GB 2010, The application of value co-creation in advancing solutions to sustainable consumption, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-07232011-133528/ >


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