Customer value co-creation nowadays is critical for marketing success. However, many firm- initiated co-creation activities face difficulties in attracting and activating promising community members. Based on the concept of psychological ownership, we developed a research model to understand the customers’ motivation to voluntarily engage in value co- creation behaviors. An online survey on brand communities were employed to test the hypotheses derived from the research model. Partial Least Square Regression Analysis (PLS) approach is used to validate the measures and test hypotheses. Results indicated that customers with high sense of belongingness, self-identity and accountability tend to participate in co-creation activities and customer citizenship behaviors. In addition, psychological ownership are enhanced by customers’ self-investment and perceived familiarity. And self-investment relatedness is most important in predicting psychological ownership among the three antecedents. We draw on these findings to offer implications for researchers and practitioners.