Organizational Reputation in the Public Sector and Citizens’ Willingness to Co-Produce: An Empirical Study of Urban Renewal in China

Co-production is a crucial mechanism for implementing public policy and enhancing service delivery, heavily relying on citizen participation. However, the influence of organizational reputation—an intangible asset in the public sector—on citizens’ willingness to engage in co-production remains underexplored. This study introduces organizational identification as a mediator and self-efficacy as a moderator to examine this relationship. Using a two-experiment design, the findings reveal: (1) citizens show a higher willingness to co-produce with public organizations that possess a positive reputation; (2) organizational reputation influences co-production willingness both directly and indirectly through organizational identification; (3) self-efficacy moderates this effect, with higher self-efficacy linked to greater willingness. This study expands the theoretical understanding of co-production and offers practical insights for fostering citizen engagement in public service.