Journal of the Academy of Marketing Science

, Volume 36, Issue 1, pp 109–122 | Cite as

Trying to prosume: toward a theory of consumers as co-creators of value

  • Chunyan XieEmail author
  • Richard P. Bagozzi
  • Sigurd V. Troye
Original Empirical Research


One important aspect in the service-dominant logic in marketing is the role of customers as co-creators of value. This role typically involves producing products for own consumption, i.e. what Toffler referred to as “prosumption.” This study explores the motivational mechanisms underlying people’s prosumption propensity. A theoretical framework that incorporates ideas from value research and attitude theory, specifically the “theory of trying” (Bagozzi and Warshaw in Journal of Consumer Research 17:127–140, 1990), is developed and tested in the empirical context of food prosumption. The results based on a survey of 380 households show that global values influence domain-specific values in food prosumption, and domain-specific values then affect attitudes, self-efficacy, and on-going behavior before ultimately shaping intentions to engage in prosumption in the future.


Prosumption Value co-creation The theory of trying Global values Domain-specific values Attitudes 


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Copyright information

© Academy of Marketing Science 2007

Authors and Affiliations

  • Chunyan Xie
    • 1
    Email author
  • Richard P. Bagozzi
    • 2
  • Sigurd V. Troye
    • 3
  1. 1.Stord/Haugesund University CollegeHaugesundNorway
  2. 2.Stephen M. Ross School of BusinessUniversity of MichiganAnn ArborUSA
  3. 3.Norwegian School of Economics and Business AdministrationBergenNorway

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