...Vi Thi Tuong Tran Purpose This study aims to examine how blockchain-based storytelling functions as a trust signal in the value co-creation process between speciality coffee brands and consumers in Ho Chi Minh City, Vietnam, an emerging market where transparency and ethical sourcing...

... on value co-creation through consumption and transformative learning theory, which involves disorienting dilemmas and critical reflections. It examined tourist engagement with third-wave cafés, baristas, origin narratives, sensory experiences and local coffee culture. Design/methodology/approach...

...-structural equation modelling (PLS-SEM). Findings The findings indicated the impact of social media content and satisfaction on value co-creation in healthy food online communities. The study’s results provide significant new insights into the food sector during the pandemic. Originality/value...

...-explored, this study thus aims to explore these process mechanisms that drive value co-creation in the agro-food industry. Design/methodology/approach Case study is used as the method; specifically, six in-depth interviews on an agro-food company and its suppliers (i.e. farmers) are conducted, and data...

...Giuseppe Tardivo; Alkis Thrassou; Milena Viassone; Francesca Serravalle Purpose The purpose of this paper is to define and describe how consumers may constitute an integral part of small and medium enterprises’ (SMEs) value co-creation process in the food and beverage (F&B) industry...