The Role of Multiple Consumption Values in Consumer Cooperative Patronage: An Application of the Theory of Market Choice Behavior

Abstract

Specific functional economic values and ideological social values appear to play important roles in shaping individuals’ retail food buying behavior. Of specific interest is the extent to which the composite set of values that produces members’ support for cooperatives differs from the value sets of non-member coop patrons and non-coop shoppers. The conceptual framework is the Theory of Market Choice Behavior developed by [@R19]. This theory postulates that market choices are a function of multiple types of consumption values and that each type makes independent, differential contributions in any given choice situation. This study illustrates that there are many different forces and motivations interacting to shape patronage decisions.