Reconhecendo o valor do cooperativismo sob a ótica da cadeia meios-fins

Abstract

The institutions cooperatives are important promoters of Brazilian agribusiness because through them, small, medium and big farmers join to establish better conditions of purchase and sale their products. However, it is necessary to examine which value of cooperatives to their members as a way to keep them joined and provide development for the sector. This study aims to identify the cognitive structure of value perceived by cooperative members of an agricultural cooperative in southern of Minas Gerais. The research is a qualitative approach through the theory of meansends chain using the laddering method and content analysis of 25 in-depth interviews. As a result, it was found that the values: peace, happiness, fulfillment, better quality of life and sense of belonging are the main motivations for keep themselves members of the cooperative. This study contributes to the development of research related to agribusiness, to understand the values that are able to stimulate the strengthening of cooperative and marketing strategies actions.