Solo Dance or Pas de Deux? The Sector Stereotype Matters in Coproduction

Abstract

This study examines the influence of sector stereotypes on citizens’ willingness to engage in coproduction. We explore the relationships between different sector tags and citizens’ coproduction willingness in the domains of recycling and public safety, using a 2 × 3 experimental design. The findings indicate that citizens show significantly higher coproduction willingness under the government tag compared to the nonprofit tag in recycling but not public safety. In both recycling and public safety, the government–nonprofit nexus significantly enhances individuals’ willingness to engage in coproduction, surpassing the effects of the government or nonprofit tag alone. Furthermore, volunteer experience positively moderates the relationship between the government tag and coproduction willingness while negatively moderating the government–nonprofit nexus and coproduction willingness. Individuals with varying degrees of volunteer experience may perceive coproduction initiatives differently depending on the initiating entity, resulting in differences in willingness to coproduce, possibly due to factors such as role clarity and autonomy. These findings underscore the substantial influence of sector identity on coproduction and highlight the importance of service sector compatibility for effectively mobilizing citizens in coproduction efforts.