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

International audienceOur 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