Key drivers and motivations for joining and participating in agricultural marketing cooperatives: The impact of farm size
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Ariël
Verschueren
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Laurens
Fievet
This thesis investigates the motivations and barriers that shape farmers’ participation in agricultural marketing cooperatives, with a focus on how farm size influences these dynamics. While established literature highlights economic, social, and governance-related drivers of participation, less is known about how these are perceived and prioritised by farmers of varying scales. Drawing on the Mutual Incentives Theory and elements of Self-Determination Theory, this study uses qualitative interviews with a diverse group of Flemish fruit and vegetable producers to explore motivational variation. Findings show that smaller farmers often highlight the cooperative’s stabilising role and deem their membership as critical, while larger farmers adopt a more strategic stance, valuing efficiency, autonomy, and access to alternative sales channels. Furthermore, the study reveals how collectivistic incentives, such as shared goals, are frequently internalised as individual business advantages. Ambitious, growth-oriented farmers, in particular, reported tensions between their entrepreneurial drive and the cooperative’s collective framework. This study contributes to the literature in three ways: by documenting how member motivations are interpreted through the lens of farm scale; by refining theoretical models of participation to account for strategic constraints; and by highlighting how motivation is shaped by context-specific perceptions, not fixed categories. These insights provide a more nuanced understanding of cooperative participation and offer broader relevance for motivation theory in collective organisational forms.
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