3

This research, carried out with 984 respondents in ten countries across five continents, studies the ability of the principles of the cooperative movement to create brand capital. The cooperative model stands out for its commitment within the field and democracy. The principles associated with a socially responsible concept contribute more significantly to the willingness to pay than those inherent in the original concept of service to members. This difference is more marked in cooperatives that do not incorporate consumers as stakeholders and is reduced in North America.