Embracing Change, Preserving Values

Abstract

This study explores the complex relationship between organizational change and member commitment in cooperatives. Cooperatives, defined by democratic governance and member control, are navigating a rapidly evolving landscape marked by globalization, technological advancements, and shifting consumer preferences. While adaptation is crucial for sustainability, it poses challenges to the traditional values of democratic control, member participation, and social responsibility. This research specifically investigates the concept of affective commitment members' emotional attachment to their cooperatives and its impact on cooperative performance and governance. Using a mixed-methods approach, this study combines qualitative interviews with quantitative surveys to assess the levels of affective, normative, and continuance commitment among cooperative members. The findings reveal a strong emotional attachment among members, characterized by a deep sense of identity, ownership, and longterm commitment to their cooperatives. Members express high satisfaction and comfort, often speaking positively about their cooperatives and viewing themselves as integral parts of the organization. The study also identifies significant demographic patterns, such as higher male representation and varying levels of educational attainment, which influence the dynamics of member commitment. The role of trust and satisfaction emerges as critical, aligning with Institutional Theory and Social Exchange Theory, which provide frameworks for understanding how external pressures and reciprocal relationships shape member behaviours and cooperative structures. Ultimately, this research offers practical guidelines for cooperative leaders, managers, and policymakers to enhance member commitment through strategies that foster emotional attachment, trust, and satisfaction. By balancing innovation with the preservation of cooperative principles, modern cooperatives can sustain their ethical and social objectives while navigating contemporary challenges. Keywords: Affective Commitment; Cooperative Values; Memb