In this study, we shed light on the unexplored potential of customer co-design in a mass customization (MC) setting to contribute to the promotion of sustainable consumption. We theoretically derive and empirically test several opportunities for companies to improve sustainable consumption and...

Climate change and the resulting consequences require a change in production and consumption habits. As these global challenges require collective approaches, we study a business model where customers are involved in a large extent. This paper provides a qualitative assessment of a mass...