Can the co-creation of local food products be a key factor in rural development?

Fandos-Herrera, Carmina (Universidad de Zaragoza) ; Mercadé-Melé, Pere ; Rubio Pastor, María Ángeles

Resumen: PurposeThis study aims to comprehensively explore the behaviour of potential consumers in terms of their perception of how local agri-food co-creation activities in rural areas influence the perceived quality of agri-food products and the perceived value of the sustainable development goals (SDGs) in rural areas. To do so, it is important to start by answering the research question: Are consumers interested in the co-creation of agri-food products in rural areas?Design/methodology/approachThe methodology consists of two phases, one qualitative and one quantitative. The first phase includes four interviews with experts on gastronomy, rural tourism and services in rural areas and two focus groups with consumers involved in the research topic. In the quantitative phase, a representative sample of almost 700 people in Spain was obtained.FindingsThe first result shows a high level of interest in participating in co-creation activities with agri-food products in rural areas. Other research results suggest that the social integration of consumers with the local community through co-creation activities could improve the appreciation and market position of local foods, as well as their perceived beneficial effect on sustainable development goals. The results also demonstrate how the perceived value of co-creation activities has a positive impact on the intention to undertake and recommend such activities.Originality/valueThis study highlights the importance of co-creation in rural areas, in line with the SDGs and consumer preferences for locally produced sustainable food. Involving consumers in the production process allows small producers to stand out, fostering innovation and rural development. The results show consumers' interest in co-creation, motivated by altruism and the desire to preserve local heritage. The study highlights the indirect impact of co-creation on rural development, emphasising the perceived value and engagement of consumers. Ultimately, it suggests promoting sustainable rural economies through collaborative efforts between producers, consumers and local stakeholders.

Idioma: Inglés

DOI: 10.1108/BFJ-04-2024-0382

Año: 2025

Publicado en: BRITISH FOOD JOURNAL 127, 2 (2025), 624-642
ISSN: 0007-070X

Financiación: info:eu-repo/grantAgreement/ES/DGA-FSE/S20-23R METODO Research Group

Tipo y forma: Artículo (PostPrint)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)