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Do Consumers Care About Cooperatives?

In: Vertical Markets and Cooperative Hierarchies

Author

Listed:
  • Jerker Nilsson

    (Swedish University of Agricultural Sciences)

  • Philippe Ruffio

    (Agrocampus Rennes)

  • Stéphane Gouin

    (Agrocampus Rennes)

Abstract

The aim is to investigate the value that the cooperative ownership form might have in agricultural cooperative firms’ relations to consumers. The empirical basis consists of interviews with 782 consumers in France and Sweden. Consumers have positive attitudes toward cooperatives while their level of knowledge is limited. Even though the concept of “cooperative” can be freely used by all cooperatives, it seems that nobody misuses its positive values. The main use could be made by well-established cooperatives, mentioning “cooperative” in conjunction with other attributes, and by local cooperatives trying to build a cooperative brand asset.

Suggested Citation

  • Jerker Nilsson & Philippe Ruffio & Stéphane Gouin, 2007. "Do Consumers Care About Cooperatives?," Springer Books, in: Vertical Markets and Cooperative Hierarchies, chapter 0, pages 225-243, Springer.
    • Handle: RePEc:spr:sprchp:978-1-4020-5543-0_13
    DOI: 10.1007/1-4020-5543-0_13
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    Cited by:

    1. Ourania Tremma & Achilleas Kontogeorgos & Philippos Karipidis & Fotios Chatzitheodoridis, 2021. "Mapping the Market Segments for the Consumers of Greek Cooperative Food Products," Sustainability, MDPI, vol. 13(7), pages 1-20, March.

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