Participatory Value Co‐Creation in Sustainable Market Systems: A Framework for Systemic Marketing Redesign

ABSTRACT Achieving global sustainability requires rethinking marketing beyond firm centred strategies and towards systemic approaches that engage diverse stakeholders in value co‐creation. This paper proposes a conceptual framework for participatory value co‐creation in sustainable market systems, drawing on stakeholder theory, systems thinking, ecological economics, sustainable innovation and corporate social responsibility. The framework argues that sustainability outcomes emerge from collaborative stakeholder engagement, systemic innovation, clear sustainability oriented value propositions, structured platforms and iterative learning. Four propositions link participatory co‐creation with improved sustainability performance, faster adoption, systemic solutions and stronger stakeholder coordination. Case examples such as Unilever's Sustainable Living Plan, Patagonia's activism, Grameen Danone Foods and Loop's circular packaging model illustrate its real‐world relevance. The paper outlines theoretical and managerial implications, implementation challenges and policy considerations, offering guidance for research, practice and public policy aimed at advancing systemic sustainability innovation in marketing.