The "People" Factor in Cooperatives: An Analysis of Members' Attitudes and Behavior

"Members' attitudes and perceptions play a significant role in their behavior toward their organization and the performance of such organizations. This study examines the role of these "people" factors in a sample of fruit and vegetable growers' cooperatives in the Mid-Atlantic United States. Although the Theory of Planned Behavior is used as the framework of analysis, the objective of this study was not to test the theory. Study findings provide additional insights into how cooperative members' beliefs and knowledge may shape their attitudes and the consequent behavior. Given the gradual decline of both cooperative memberships and the number of cooperatives in the United States and other countries, a good understanding of members' attitudes and behaviors is necessary because a cooperative's success may depend on it." Copyright 2007 Canadian Agricultural Economics Society.