Do Consumers Care About Cooperatives?

Jerker Nilsson, Philippe Ruffio and Stéphane Gouin
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Jerker Nilsson: Swedish University of Agricultural Sciences
Philippe Ruffio: Agrocampus Rennes
Stéphane Gouin: Agrocampus Rennes

Chapter Chapter 13 in Vertical Markets and Cooperative Hierarchies, 2007, pp 225-243 from Springer

Abstract: 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.

Keywords: Brand Equity; Consumer Attitude; Regional Employment; Agricultural Cooperative; Local Cooperative (search for similar items in EconPapers)
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-1-4020-5543-0_13

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DOI: 10.1007/1-4020-5543-0_13

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