The aim of this paper is to explore the drivers, namely motivation, opportunity and ability, of
consumer willingness to participate in virtual co-creation activities. Further, the influence of altruism
and social reputation on motivation is investigated. Through an online survey we collected data on
180 consumers about co-creation activities in the food industry. Findings show that consumer’s
motivation and ability have a relevant influence on willingness to participate in co-creation projects,
while opportunity has not. Altruism and social reputation are confirmed to be relevant motivational
factors. Managerial implications are provided
