Towards co-created food well-being: culinary consumption, braggart word-of-mouth and the role of participative co-design, service provider support and C2C interactions

Purpose This study aims to investigate whether the antecedents of co-creation influence braggart word-of-mouth (WoM) in a participative leisure context, theorising concept co-created food well-being and highlighting implications for interactive experience co-design. Design/methodology/approach A sequential mixed-method approach was used test theoretical model; 25 in-depth interviews with cooking class participants were conducted, followed by post-experience survey ( n = 575). Findings Qualitative results suggest WoM is rooted active consumer participation co-designing experiences. The structural model confirms that value co-creating activities (i.e. co-design, customer-to-customer (C2C) interaction), alongside perceived support from service providers, increases perceptions stimulates WoM. Degree peers mediate some relationships. Research limitations/implications Limited cross-sectional data one experiential consumption format, nevertheless demonstrate role co-design C2C interactions during co-creation. implies co-designed experiences can intensify post-consumption behaviours potentially enhance well-being. Practical highlight integrating customer into design, while also developing opportunities peer on-site, stimulate Originality/value Extends burgeoning literature on services. By encouraging providing facilitating interactions, providers co-creation, influencing Accordingly, introduced.