Consumers’ Preference for an Alternative Organization of Exchanges: The Case of Food Products Made by Producer Co-operatives

Axelle Faure-Ferlet (), Sonia Capelli () and William Sabadie ()
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Axelle Faure-Ferlet: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Sonia Capelli: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
William Sabadie: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: Our research considers co-operative labelling on food products as a signal of an alternative trade organization. A discrete choice experiment has been conducted to study the capacity of consumers, especially responsible consumers, to consider the governance model of the producing firm in their choice. Results show that the governance model of the producing firm could be a predictor of purchase. Particularly, the more consumers act responsibly, the more they will be prone to purchase products from co-operative firms rather than capitalistic firms.

Keywords: "Co-operatives"; "implicite attitudes"; "CSR"; "labelling"; "alternative organization of exchange" (search for similar items in EconPapers)
Date: 2015-06-25
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Published in 40th annual Macromarketing conference, Jun 2015, Chicago, United States

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01128767

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