Abstract
In recent times, waste management has engaged the attention of governments, policy makers, and academics as it has ramifications for the health and wellbeing of citizens, the environment, and the
economy. In this regard, waste management firms and policy makers are employing strategic approaches to waste management efforts by empowering relations among various stakeholders to innovate. Thus,
customer and stakeholder value co-creation is one such strategic approach waste management firms can
adopt to create value and to brand. Previous studies of co-creation in waste management are largely
broad in perspective. The purpose of this study is, therefore, to assess the relationship among customer
operant resources, online value co-creation and digital branding through electronic word-of-mouth in
the Ghanaian waste collection industry. Using the positivist research paradigm approach, a structured
questionnaire was used to collect data from customers through social media platforms. Hierarchical multiple regression was used to test the hypotheses. The relationships among customer operant resources, co-creation and electronic word-of-mouth were all significant. Customer value co-creation
positively mediates between customer operant resources and electronic word-of-mouth. Firm web based platforms also positively moderate the effects of customer operant resources on customer online value co-creation. The results of the study can guide management of the firms to design appropriate
strategic and educational programs for the customers. This study has advanced knowledge on the
importance of customer operant resources in waste management value co-creation by demonstrating the
degree of impact of each of these customer resource.
