When volunteers are also consumers: Exploring volunteers’ co-consumption experience in leisure contexts

Alice Sohier, Romain Sohier and Damien Chaney

Journal of Business Research, 2023, vol. 156, issue C

Abstract: Volunteers might function like partial employees, but in leisure contexts, they also consume the experience to which they contribute. The additional benefits, relative to those attained by a typical consumer, achieved through volunteers’ insider status remain unstudied though. The current qualitative study, conducted at a French music festival, reveals that volunteers’ experience involves three new consumption dimensions: community, privilege, and pride. Previous research on co-creation identifies situations in which consumers take the role of producers; the current study contributes to this literature stream by adopting an opposing, “co-consumption” perspective, in which producers (here, volunteers) take the role of consumers. Because they are producers in the first place, they are insiders with behind-the-scenes access, which ultimately defines their experience.

Keywords: Volunteering; Consumer experience; Co-creation; Co-consumption; Insider; Events (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:156:y:2023:i:c:s0148296322009730

DOI: 10.1016/j.jbusres.2022.113508

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