This paper investigates how value co- creation and customer citizenship behaviour stimulate the rates of new product adoption at mobile phone customers in Dakahliya Governorate. Data were collected from 438 mobile phone customers. Partial least squares structural equation modeling (PLS–SEM) was employed to test the hypotheses. The findings confirmed that value co- creation significantly impacted customer citizenship behaviour and new product adoption. customer citizenship behaviour positively influenced new product adoption. Moreover, the results showed that customer citizenship behaviour mediated the relationship between value co- creation and new product adoption. Finally, some theoretical and managerial implications of these findings are discussed.