Abstract
This paper investigates the function of prosumers concerning Marketing 5.0 and sustainability. It further helps to understand prosumers’ sustainability by analysing their attitude towards sustainable consumption and production, leading to value co-creation and caring for the environment. The authors interviewed ten passionate prosumers about sustainability and environmental responsibility. The authors analysed the interview data to identify common themes regarding the perceptions and actions of prosumers regarding sustainable products and practices. The study found that prosumers are highly engaged, knowledgeable, and keen to support brands prioritising environmental responsibility. Prosumers are also more loyal to brands that share their values and more willing to pay a premium for environmentally friendly products and services. Overall, the paper emphasises the significance of prosumers in the context of Marketing 5.0 and sustainability and offers insights into the perceptions and behaviours of prosumers towards sustainable products and practices. This qualitative Research was conducted in South India, mainly in the semi-urban context of Kerala. The result might change depending on the geography of the respondents. The authors contend that brands prioritising sustainability and involving prosumers in co-creating sustainable products and services are more likely to experience long-term market success.
Keywords: Co-Creation, Eco-friendly Products, Marketing5.0, Prosumers, Sustainable Development, Sustainability