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EMAC 2020 Regional Conference

Value Co-creation and Co-destruction Behaviour: Relationship with Basic Human Values

Published: September 16, 2020


Olabode Ogunbodede, Newcastle University Business School; Savvas Papagiannidis, Newcastle University Business School; Eleftherios Alamanos, Newcastle University Business School


co-destruction; values; co-creation


Whilst co-destruction and co-creation are both likely outcomes of interactions between firms and consumers, co-destruction has not been studied as extensively as co-creation. This work attempts to bridge this gap by highlighting value types likely to facilitate consumer co-destruction behaviour and how they compare to value types likely to facilitate consumer co-creation behaviour. We find that personal values which express self-enhancement and openness-to-change facilitate co-destruction behaviour, while personal values which express self-transcendence and conservation facilitate co-creation behaviour. The results also suggest that the basic human values circumplex structure can be divided beyond the current division into those previously suggested to reflect co-creation and co-destruction values.