CONSUMER EMPOWERMENT AS A VALUE CO-CREATION STRATEGY IN NON-GOVERNMENTAL ORGANIZATIONS

Abstract

This article examines the concept of consumer empowerment as a strategy for co-creating value in non-governmental organizations (NGOs). These organizations play an important role in contemporary society. They often address social, economic, and environmental challenges that neither government institutions nor the private sector are able to overcome effectively. Due to their unique position, NGOs are able to mobilize communities, leverage specialized skills, and initiate changes that have a long-term impact. NGOs make a particularly important contribution to solving problems that require community-based, people-oriented solutions. The authors emphasize that the role of these organizations is becoming increasingly important where other actors are unable to meet the needs of society. Because their activities are based on a social mission and a focus on the public good, NGOs are becoming important drivers of social innovation and the strengthening of civil society. Although consumer empowerment and co-creation of value are widely discussed in academic literature and widely used in business, their application in the NGO sector remains fragmented and requires deeper theoretical justification. With this in mind, this article aims to broaden the understanding of how empowerment can strengthen stakeholder participation, organizational transparency, trust, and social value creation.
Classic studies on consumer empowerment have shown that by giving consumers more power to make decisions or contribute to service development, organizations encourage greater motivation and loyalty. In a business context, empowered consumers become not only service recipients but also sources of innovation, actively participating in value creation processes. This logic has gradually been transferred to the NGO sector, where consumers (community members, volunteers, donors, service recipients) can contribute not only to the shaping of services, but also to the implementation of the organization's mission, the resolution of social problems, or the initiation of innovations.
Digitization has further strengthened the importance of empowerment. Digital platforms, social networks, and artificial intelligence solutions provide users with new opportunities for engagement, allowing them to exchange information more quickly, provide feedback, participate in consultations, and have a real impact on organizational decisions. Such tools increase transparency and become an important communication network through which NGOs can strengthen their reputation, accountability, and community trust.
Based on a review of the literature, the article identifies four dimensions of consumer empowerment that are particularly relevant in the context of NGOs: informational, participatory, psychological, and technological. The informational dimension emphasizes that transparent, understandable, and accessible information is the basis of empowerment. Only informed consumers can make informed decisions, critically evaluate the activities of organizations, and actively participate in co-creation. The participation dimension reveals that empowerment is not only about receiving services, but also about the opportunity to participate in the development of decisions, services, or organizational strategies. Participation can take the form of consultation, cooperation, volunteering, or involvement in decision-making processes. The psychological dimension emphasizes internal user attitudes, such as self-confidence, a sense of competence, and perceived influence. Users who feel that their involvement is meaningful and has an impact tend to cooperate more actively, remain loyal and involved for longer. The technological dimension highlights the ability of digital tools to expand forms of empowerment, allowing NGOs to reach wider audiences, gather insights in real time, and create interactive co-creation practices.
In order to integrate these four dimensions into a coherent system of user empowerment, the article draws on the DART model, which encompasses dialogue, access, risk sharing, and transparency. Dialogue enables the creation of bilateral relationships, access provides users with the necessary information and resources, risk sharing strengthens partnerships, and transparency increases trust. The conceptual framework proposed in the article explains how the DART model acts as an intermediary mechanism, linking the four dimensions of empowerment with the final outcomes: greater stakeholder satisfaction, organizational innovation, stronger community cohesion, and a stronger NGO reputation.
In summary, the article reveals that consumer empowerment in the NGO sector is a complex phenomenon that takes on both managerial and social characteristics. However, a review of the literature reveals a clear gap in research that systematically analyzes how different dimensions of empowerment affect co-creation processes in NGO activities. Therefore, further research is needed to understand the specific contexts of NGOs in which empowerment can contribute most to the creation of social value and the sustainable development of organizations.