Participation in Value Co-creation on Consumers’ Satisfaction——Mediated by Role Identity and Moderated by Future Orientation

Based on the theory of value co-creation and green brand management, this paper explores the path and boundary conditions between participating in green brand value co-creation and consumers’ satisfaction by role identity as the mediate variable and future orientation as the moderate variable. The research finds that: participation in green brand value co-creation have significant positive effect on consumers’ satisfaction, and participation in sponsored green brand value co-creation has a greater impact. Participation in green brand value co-creation have significant positive impact on role identity, and participation in autonomous green brand value co-creation has a greater impact. Role identification plays a part of mediating role between participating in green brand value co-creation and consumers’ satisfaction. Future orientation negatively moderates the effect of participating in green brand value creation on role identity.