...Rebekah Russell-Bennett; Rowan Bedggood; Maria M. Raciti Purpose The purpose of this editorial is to call out the practice of using identity-first language and labelling consumers and customers, describing them as “vulnerable” and offers practical strategies for person-first language of consumers...

...Shikha Sharma; Jodie Conduit; Sally Rao Hill Purpose This study aims to provide an understanding of how the participation of vulnerable customers in the co-creation of health-care provision influences their individual well-being outcomes. Using self-determination theory, it demonstrates that co...