This paper examines opportunistic consumer behavior in the context of co-production. Specifically, we identify different types of opportunistic behaviors consumers engage in co-production, interrogate the conditions under which such behaviors may manifest themselves, and examine how they may affect co-creation of value. Theoretically, this paper contributes to the dialog on value co-creation in the context of service-dominant (S-D) logic, extends our understanding of the link between the concepts of co-production and co-creation, and provides a novel perspective on firm–consumer interactions by drawing a parallel to interfirm relationships. From a managerial perspective, our framework suggests relationship management strategies to foster cooperative relations with consumers and guard against opportunistic consumer behavior.
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