Enhancing Citizens' Willingness to Engage in Co‐Production: Insights Into Value Creation as a Key Motivator

ABSTRACT Existing research on citizen participation in co‐production has largely focused on instrumental factors, with limited attention to value‐driven motivations. This study investigates the role of value‐driven factors in shaping citizens' willingness to engage in co‐production, specifically examining benefit creation and responsibility‐driven motivations. It develops an analytical framework and tests it through a survey experiment on community environmental governance. Results show that both public and individual benefit creation enhance participation, with public benefit having a stronger effect. Individual responsibility fosters engagement, while shared responsibility has no significant impact. Compared with other forms of integration, the combination of public benefit creation and individual responsibility yields the highest level of participation willingness, highlighting their synergistic interaction. This study advances the understanding of citizen participation in co‐production by incorporating value‐driven motivations, particularly benefit creation, and responsibility‐driven motivations into theoretical and practical frameworks.