Prosumer's commitment model: The case of a biodiesel cooperative

Karla Fabila‐Rodríguez, Odette Lobato‐Calleros, Mariana Ruiz‐Morales and Dominique Brun‐Battistini

Business Strategy and the Environment, 2021, vol. 30, issue 4, 1674-1688

Abstract: Consumers are becoming more aware of their role in the propagation of environmental issues, the transition from passive consumer to prosumer is emerging, and it is of interest to know the commitment factors that leads the biodiesel prosumer to act in favor of an organization which they belong in order to achieve one goal in common and contribute to local sustainable development. In this research, the prosumer is the one who participates as a member and consumer of a biodiesel cooperative. The prosumer's commitment is made up of two components: (i) nonactive or affective, identification with the organization, and (ii) active or participatory, action towards certain goals. The objectives of the investigation are to evaluate the biodiesel prosumer's commitment and know its causes and effects. The hypotheses on the causes and results of the prosumer's commitment are postulated in a structural equation model (SEM), whose theoretical basis corresponds to the double role of the prosumer: member and client of the cooperative. The SEM is evaluated from the perspective of the prosumer based on mixed methodology and partial least square (PLS). The proposed SEM explains 78% (R2 = 0.78) of the variability of the contribution of the biodiesel cooperative to local sustainable development, where this contribution is directly and significantly impacted by the two components of the commitment. This case study identifies dimensions that lead the biodiesel prosumer to commit in the cocreation and consumption of renewable fuel, which gives more opportunities for long‐term survival of this initiative in a competitive market.

Date: 2021
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