Defining and explicating value re-creation to solve marketplace problems for consumers with vulnerabilities

Abstract

Purpose This paper aims to examine driving retirement and its impact on the well-being of older citizens. The concepts of value creation and destruction are used to understand older consumers’ experiences with the self-service consumption activity of driving. This paper formally introduces the concept of value re-creation, as a means of restoring the overall value lost from the destruction of certain components of previous value structures. In doing so, this paper explores the different ways that resources across the micro, meso and macro levels of the ecosystem can be re-aligned, in order for older citizens to maintain their well-being after driving retirement. Design/methodology/approach A qualitative, individual-depth interview approach was undertaken with 26 participants living in New South Wales, Australia. The participants comprised of both drivers approaching driving retirement age, as well as driving retirees. Thematic analysis was undertaken to analyse the data. Findings The findings identified that emotional value in the forms of freedom, independence/autonomy and enjoyment, functional value in the forms of convenience and mobility and community value are created from driving. Driving retirement destroys certain components of this value (e.g. enjoyment and convenience) irrevocably, however freedom, independence/autonomy, mobility and social connectedness can still be maintained through re-aligning resources across the micro, meso and macro levels of the ecosystem. New components of value are also created from driving retirement. These include peace of mind, which contributes to the re-creation of the emotional value dimension, and cost savings, which creates the new value dimension of economic value. These changes to the value structure effectively re-create the overall value obtained by individuals when they retire from driving. Originality/value The main contribution of this work is the formal introduction of the concept of value re-creation at the overall and value dimension level, and development of a conceptual model that explains how this value re-creation can occur. The model shows the resource contributions required across all levels of the ecosystem, expanding on existing conceptualisations that have predominantly focussed on resource contributions at the individual and service levels.

Social determinants and participation in fecal occult blood test based colorectal cancer screening: A qualitative systematic review and meta‐synthesis

“…The engendering of inaccessibility to screening from a policy/system level in combination with the stresses and complexities of everyday living, placed screening as a low priority for many groups within the included studies. Consumer value creation can be achieved when gaps in knowledge, locus of control and self‐efficacy are addressed, and wellbeing outcomes are realised for a consumer 60 . Without the consideration of populations experiencing inequality in the accessibility of preventative health services, we run the risk of increasing the social gradient and the disparities between good health and poor health between populations.…”

“…Consumer value creation can be achieved when gaps in knowledge, locus of control and self-efficacy are addressed, and wellbeing outcomes are realised for a consumer. 60 Without the consideration of populations experiencing inequality in the accessibility of preventative health services, we run the risk of increasing the social gradient and the disparities between good health and poor health between populations. Addressing social justice and health equity, requires extending the success of CRC screening to diverse populations.…”

Seeking thrills during a crisis? A TSR and hierarchy of effects perspective of the transformative potential of travel

“…The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/0887-6045.htm consumers can experience from driving due to the sense of freedom and autonomy it affords (Zainuddin et al, 2021). TSR scholars have therefore begun to provide important insights into how travel behaviour has transformative potential for an individual's well-being.…”

“…For instance, research shows that increasing mobility and travel behaviour in young adults with disabilities can assist this vulnerable consumer segment’s transition into the workforce (Beatson et al , 2020). Other TSR work demonstrates the emotional value elderly consumers can experience from driving due to the sense of freedom and autonomy it affords (Zainuddin et al , 2021). TSR scholars have therefore begun to provide important insights into how travel behaviour has transformative potential for an individual’s well-being.…”

A transformative and social marketing ecosystem investigation into drug use among young adults

“…Previous TSR and social marketing literature on vulnerabilities and healthcare has often focused on older segments (Plaud & Guillemot, 2015;Zainuddin, Robinson, Algie & Randle, 2021) or chronic health issues such as cancer (Gurrieri & Drenten, 2019;McColl-Kennedy et al, 2012;Sweeney, Danaher & McColl-Kennedy, 2015;Virlée, Van Riel, Hammedi, 2020) and mental health (Schuster, Proudfoot & Drennan, 2015;Sharma, Conduit & Hill, 2017). This paper, however, sets out to shed light and responds to the call for greater research by TSR and social marketing scholars, by focusing on the opposite of these two streams, younger adults (as opposed to older) and preventive healthcare for non-chronic issues such as recreational drug use.…”