Abstract
One important prerequisite for consumer cooperatives to function as consumer welfare organizations must be that the member representatives wish to direct the whole organization towards consumer welfare by means of an active consumer policy. They must perceive themselves as so-called central partners in the organization, and they should use the consumer programme as a parameter of strategic consumer action. However, analysis of the present consumer programme in Co-op Denmark and the works leading up to it indicates that this might not really hold true. An interview study was therefore carried out among selected member representatives in order to throw light on the attitudes to an active co-operative consumer policy. This study shows that the present consumer programme does not aim at establishing or maintaining consumer welfare as the ultimate yardstick for co-operative action, and that member representatives do not want to direct Co-op Denmark towards any precise goals. Cooperative consumer policy should by no means restrict the freedom of choice of its business administration in achieving primarily economic goals.
Zusammenfassung
Wenn Verbrauchergenossenschaften Organisationen zur Hebung der Verbraucherwohlfahrt sein sollen, so besteht eine wichtige Voraussetzung dazu in dem Willen der Mitgliedsvertreter, die gesamte Organisation mit Hilfe einer aktiven Verbraucherpolitik auf die Wohlfahrt der Verbraucher hin auszurichten. Die Mitgliedsvertreter müssen sich selbst als sogenannte zentrale Partner in der Organisation verstehen, und sie sollten das Verbraucherprogramm als einen Parameter für strategische Verbraucheraktionen nutzen.
Eine Analyse des gegenwärtigen Verbraucherprogramms von Co-op Dänemark und der vorbereitenden Arbeiten zeigt jedoch, daß diese Voraussetzung in Wirklichkeit nicht erfüllt sein dürfte. Deshalb wurde bei ausgewählten Mitgliedsvertretern eine Interview-Studie durchgeführt, um deren Einstellungen zu einer aktiven genossenschaftlichen Verbraucherpolitik zu ermitteln. Die Ergebnisse zeigen, daß das gegenwärtige Verbraucherprogramm nicht auf die Förderung der Verbraucherwohlfahrt als letztes Ziel abgestellt ist, und daß die Verbrauchervertreter ihre Genossenschaft überhaupt nich auf irgendwelche präzisen Ziele ausrichten möchten. Vielmehr solle genossenschaftliche Verbraucherpolitik eben nicht die Entscheidungsfreiheit des Genossenschaftsmanagements beim Erreichen von in erster Linie ökonomischen Zielen einengen.
Similar content being viewed by others
References
Bager, T. (1988). Identity problems of Danish consumer cooperatives. Journal of Consumer Policy, 11, 223–233.
Bager, T., & Johansen, C. U. (1987). Tilgang og afgang af tillidsvalgte i FDB/Brugsen (Joining and retiring from Danish consumer cooperative committees). Esbjerg: The University Centre of South Jutland.
Blomqvist, K. (1984). Cooperatives and consumer research. Journal of Consumer Policy, 7, 323–341.
Blomqvist, K. (1986). On the construction of bridges between research and practice: The case of consumer cooperatives. Journal of Consumer Policy, 9, 469–473.
Duelfer, E. (1986). A system approach to cooperatives. In: M. Treacy & L. Varadi (Eds.), Cooperatives today, pp. 131–149. Geneva: ICA.
Grønmo, S., Rose, L., and Stø, E. (1984). Forbrukersamvirke. Samfunnsvitenskapelige perspektiver og problemområder (Consumer cooperation. Social science perspectives and problem areas). Oslo: The Norwegian Fund for Market and Distribution Research.
Hall, B. F. (1985). Cooperatives and research. A comment on the paper by Blomqvist in JCP, 7, 1984/3. Journal of Consumer Policy, 8, 183–185.
Hudson, L. A., & Ozanne, J. L. (1988). Alternative ways of seeking knowledge in consumer research. Journal of Consumer Research, 14, 508–521.
Jensen, H. R. (1986). The relevance of alternative paradigms as guidelines for consumer policy and organized consumer action. Journal of Consumer Policy, 9, 389–405.
Jensen, H. R. (1988). FDB/Brugsens forbrugerpolitik set ud fra medlemssidens synspunkt (Co-op Denmark's consumer policy seen from the members' point of view). Sønderborg: Southern Denmark School of Economics and Business Administration.
Juhász, J. (1986). Systems approach in cooperative research. In: M. Treacy & L. Varadi (Eds.) Co-operatives Today, pp. 261–273. Geneva: ICA.
Nilsson, J. (1983). Det konsumentkooperativa företaget (The consumer cooperative). Stockholm: Rabén och Sjögren.
Nilsson, J. (1985). Consumer cooperatives as consumer welfare organizations. Journal of Consumer Policy, 8, 287–301.
Nilsson, J. (1986). Trends in cooperative theory. In: M. Treacy & L. Varadi (Eds.) Co-operatives today, pp. 357–377. Geneva: ICA.
Peter, J. P., & Olson, J. C. (1989). The relativistic/constructionist perspective on scientific knowledge and consumer research. In: E. C. Hirschman (Ed.) Interpretative consumer research, pp. 150–185. Provo, UT: Association for Consumer Research.
Sommer, R. (1985). Cooperatives and consumer research: A bridge needs two supports. Journal of Consumer Policy, 8, 409–414.
Additional information
Hans Rask Jensen is Associate Professor of Marketing at the Southern Denmark School of Economics and Business Administration, Grundtvigs Allé 150, DK-6400 Sønderborg, Denmark.
Rights and permissions
About this article
Cite this article
Jensen, H.R. Consumer policy in Co-op Denmark as perceived by the member representatives. J Consum Policy 12, 465–483 (1989). https://doi.org/10.1007/BF00506134
Issue Date:
DOI: https://doi.org/10.1007/BF00506134