Resumo

Understanding Generation Z's perception and engagement in value co-creation is crucial in today's evolving consumer landscape. As "digital natives," Gen Z has unique preferences and behaviors shaped by technology and digital platforms. They value authenticity, transparency, and online interaction, requiring businesses to deeply understand their participation in value co-creation. This insight is essential for businesses to establish meaningful connections and foster lasting relationships with this influential consumer segment.

There is a notable gap in the literature regarding the specific factors that shape Generation Z's perception of value co-creation. This research aims to address this gap by identifying and analyzing the antecedent, moderator, and consequent factors that influence how Generation Z perceives and engages in value co-creation. By delving into the multifaceted aspects that shape their perceptions, this study seeks to provide a comprehensive framework for understanding and effectively engaging with this generation in the co-creation process.

This study is grounded in the theoretical foundations of value co-creation and generational segmentation. Value co-creation emphasizes the active collaboration between companies and customers to generate mutual value (Vargo & Lusch, 2004), while generational segmentation recognizes the distinct characteristics and behaviors of different generations (Dolot, 2018). By integrating these concepts, the study aims to uncover the specific ways in which Generation Z's unique attributes influence their perception and participation in value co-creation activities.

A systematic literature review was conducted using the PRISMA protocol (Page et al., 2021) to identify and analyze relevant studies. This rigorous methodology involved a comprehensive search across multiple databases, including Scopus and Web of Science, followed by a systematic screening and evaluation of articles based on predefined criteria. The selected articles were then subjected to in-depth analysis to extract key findings and insights related to the antecedent, moderator, and consequent factors influencing Generation Z's perception of value co-creation.

The analysis revealed five thematic clusters shaping Generation Z's perception of value co-creation: (1) technology and social media's role in interaction and trust; (2) engagement strategies aligned with digital preferences; (3) co-creation's impact on behavior and loyalty; (4) generational differences in attitudes and behaviors; and (5) the influence of perceived value and intentions on engagement. Understanding these factors is crucial for effective engagement with Generation Z in value co-creation.

This study provides a comprehensive overview of the antecedent, moderator, and consequent factors that influence Generation Z's perception of value co-creation. The findings underscore the importance of tailoring marketing strategies to align with this generation's unique characteristics, preferences, and behaviors. By understanding the multifaceted nature of their engagement in value co-creation, businesses can develop more effective approaches to foster collaboration, enhance customer experiences, and drive mutual value creation.

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