Youth co-operative engagement

Abstract

The reluctance of youth to engage in co-operatives is a current concern with a dual impact on both youth and the future success of co-operatives. It is this challenge that motivated the current study titled “Youth Co-operative Engagement: Behavioral Insights among Students at Moshi Co-operative University, Tanzania.” The study was conducted in Moshi Municipality, Kilimanjaro region with the main objective of investigating the perceived institutional image of co-operatives and the behavioral determinants of youth co-operative engagement. Specifically the study explored institutional image of co-operatives and examined behavioral determinants of youth co-operative engagement. The study was guided by Beach's image theory (1990). The sample included 400 youth selected through convenience sampling, among whom 36 participants for FGD were purposively chosen. Qualitative data, collected through FGD, was subjected to thematic analysis using NVivo. Quantitative data, collected through survey questionnaires, underwent descriptive and factor analysis in SPSS. Inferential analysis was conducted using the SMART PLS-SEM model. The findings of the first objective indicated that financial-focused co-operatives, especially SACCOS, were highly visible followed by AMCOs, while WACCOS had low recognition. Youth perceived membership openness and good leadership as potential aspects of the co-operative image. MoCU was recognized for promoting co-operative values. The findings of the second objective confirmed that attitudes, social influences, and competence play significant role on youth co-operative engagement. The study observed a low co-operative membership rate (3.25%) among participants. The study concludes that youth hold a positive image of co-operatives, emphasizing membership openness, good leadership, and the prominent visibility of financial-focused co-operatives. Furthermore, the study establishes attitude, social influences, and competence as behavioural determinants of youth co-operative engagement. The study recommends co-operatives to leverage on image youth hold to involve them in leadership roles thereby enhancing their engagement. Academic institutions are recommended to use social influences to encourage student-based co-operative models and increase co-operative membership among academically knowledgeable youth. Lastly, the study recommends further similar studies involving multiple academic institutions.