This study analyses the effect of the moderation of the fashion and car industries between the individual and social precedents that influence value co-creation and its effect in consumer company identification. It draws on both the service-dominant logic perspective and social identity theory to understand how individual and social factors influence participation in value co-creation processes. It uses a multi-group structural equation model (SEM) on a sample of 400 consumers in the fashion and car industries in Colombia. Among the main findings is that value co-creation has influence depending on the industry in which activities are carried out to generate value. For the fashion industry, it is possible that value co-creation influences identification with the company, as well as altruism and pro-social behaviour. For the car industry, in contrast, only the consumer's involvement in the processes of value co-creation becomes a mechanism that allows such identification with the company.