Abstract This study aims to shed light on the antecedents of consumers’ buying behavior in a cooperative retail context. More specifically, the goal is to analyze the influence of consumers’ cooperative oriented attitudes and the retailer’s cooperative oriented communication on the consumer’s retail patronage. The study is based on an empirical survey of members of a Finnish retail cooperative in 2017. The findings show that the attitudes towards the cooperative retail model are relatively favorable, whereas the awareness of the retailers’ cooperative oriented communication is less pronounced. However, the impact of cooperative oriented communication on patronage appears to be strong, which underlines the retailer’s active role in promoting the cooperative retail model to the consumers.

中文翻译：

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合作零售环境下零售光顾的前提

摘要本研究旨在揭示合作零售环境下消费者购买行为的前因。更具体地说，目标是分析消费者的合作导向态度和零售商的合作导向沟通对消费者的零售惠顾的影响。该研究基于2017年对一家芬兰零售合作社成员的实证调查。研究结果表明，对合作社零售模式的态度相对有利，而对零售商面向合作社的沟通的意识却不那么明显。但是，面向合作的交流对光顾的影响似乎很强，这突显了零售商在向消费者推广合作零售模式方面的积极作用。