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Purpose This paper aims to analyze value co-creation (VCC) in new product development from consumer’s perspective. It offers a holistic approach to consumers’ VCC behavior with its before (drivers) and after (consequences) stages. Design/methodology/approach Three consecutive studies are carried out to test the hypotheses examining the antecedents and results of co-creation behavior, as well as the behavior itself in a new headphones design context. The experimental data have been collected from 934 university students within a period of six months. Findings Findings suggest that extraversion and openness to experience increase consumers’ willingness to participate in VCC. Celebrity endorsers and product category involvement also affect this tendency. When consumers display co-creation behavior, they intend to purchase the product to be co-created. However, they are especially keen to buy this co-created product when their contributions are embodied in it. Originality/value Previous studies focus on intentions, lacking a detailed analysis of actual VCC behavior. By shedding light on co-creation behavior with its before and after stages, this paper contributes to co-creation literature with a field experiment. Consumers’ co-creation behavior has been observed in the context of new product development, which is mostly occupied by business to business research. Therefore, the results also add to research on new product development in business to consumer contexts.

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Purpose This paper aims to explain the mediating role of relational energy and the moderating role of other-focused interest in the relationship between servant leadership and its outputs (namely, work effort, flourishing and organizational citizenship behavior), using the theory of resource conservation and social contagion. Design/methodology/approach The survey method was used in the study, and longitudinal data were collected to prevent the common method variance error and to reveal the causal relationships. Structural equation modeling was used to test the proposed hypotheses. Findings According to the results, it was observed that relational energy has a full mediator role in the relationship between servant leadership, work effort and flourishing, and relational energy has an integral part mediator role in the relationship between servant leadership and organizational citizenship behavior. In addition, it has been determined that other focus interest plays a moderating role in the relationship between servant leadership and relational energy. Practical implications The research offers important implications for servant leaders on how to improve individual and organizational outcomes. Originality/value The study contributes to the servant leadership literature by associating resource conservation theory with social contagion theory. The study differs from previous studies with two main features. First, the previous studies generally adopted a perspective of energy sender. This research, on the other hand, is based on the perception of energy receivers (followers of a servant leader). Second, a moderating role of other-focused interest is explored in the relationship between servant leadership and relational energy.