Purpose - This chapter explores the nature of the cultural context that frames value creation and provides insight to the way in which value is collaboratively created, or co-created, in markets. Methodology/approach - We develop a conceptual framework and research propositions for studying the co-creation of value-in-culturalcontext through the intersection of consumer culture theory (CCT) and service-dominant (S-D) logic and the integration of a practice-theoretic approach for value co-creation. Research implications - The integration of CCT, S-D logic, and practice theory provides a conceptual framework for studying the co-creation of value among multiple stakeholders and the (re)formation of markets. Practical implications - Drawing on this framework, marketers can contribute to the co-creation of new markets by influencing changes in cultural contexts - practices, norms, meanings, and resources - that frame value co-creation and exchange. Originality/value of chapter - This chapter explores the integration of CCT and S-D logic by focusing on value co-creation and applying a practice approach to further weave together these distinct research areas. In addition, the proposed framework elaborates the conceptualization of value-in-context to consider the cultural context that influences and is influenced by the co-creation of value.