Co-Operative Image and Youth Membership Intention

Abstract

The study aims at assessing co-operative image and youth membership intention in Moshi Municipality, Tanzania. The specific objectives were to: find out the identity communicated by co-operatives to the public; investigate communication strategy used by youth in accessing co-operative information; establishing the existing co-operative perception among youth and find out determinants of youth intention to join cooperatives. The study used a cross-sectional descriptive research design. A sample of 399 respondents was involved. A purposive and convenience sampling techniques were used to select the respondents. Both qualitative and quantitative data were used whereby both primary and secondary data were collected. Data were collected by using a questionnaire, interview guide and documentary review checklist. Qualitative data were analysed using content analysis techniques while quantitative data were analysed using descriptive and inferential statistics. The structural equation model was used to determine the influence of membership intention among youth to join co-operatives. The findings of the study revealed that what was communicated to the public does not reflect the identity of the cooperatives. Similarly, the study findings revealed that co-operative societies do not use communication strategies that are in line with youth. The negative co-operative perception that exists among youth affect their membership intention. Additionally, membership intention among youth can be influenced by co-operative perception, subjective norms, perceived behaviour control and attitude toward co-operatives. The study concluded that negative co-operative image that exists among youth affect youth membership intention. The study recommend that co-operative societies should use communication strategies (channels) that are widely used by youth for the purpose of attracting more youth to be members of co-operatives. The media should communicate co-operative identity (principle vs. values) to the public for the purpose of building positive image. In addition, co-operative societies should communicate their identity to the public so as to build a good co-operative image to attract youth. Different stakeholders like TCDC and SCCULT should promote and provide training to youth while MoCU should design co-operative curricula to guide young people on the co-operative model.