The Appeal and Correspondence of Co-Operative Values and Personal Values of the Youth

Anu Puusa*, Kirsi Hokkila, Simo Leppänen

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Abstract

The motivation of this study is the ongoing attitudinal change towards more sustainable values and the notion of young people's frustration towards the "cold and hard values" gaining more foothold in our society. We used a mixed methods approach. At first we introduce findings of a quantitative survey collected from 3680 Finnish students identifying their personal values and attitudes towards different business forms. Benevolence, security and self-direction were the most appreciated values among the sample. In general it was perceived that hard values direct business life as a whole whereas attitudes towards co-operatives appeared positive. Next by using qualitative textual data gathered from 36 students we aimed at increasing understanding of why co-ops are perceived positively and how the established idea of co-operatives was interpreted. We identified four levels of discourses from the data, each describing co-operative ideas from different viewpoints: ideological, national, organizational and personal. Based on the findings, we conclude that co-operative ideology is regarded as appealing due to its emphasis on social responsibility. At the national level the data permits the conclusion that the attraction to co-operative values may partly be a culture-bound matter. At the organizational level responsibility and security were emphasized. Co-ops were perceived to stabilize the economy, contribute to local areas and provide individuals with secure employment. At the personal level these aspects were associated with security and continuity in the fast changing societies. We conclude that the co-op values seem to correspond well with the personal values of the youth and that the appeal of co-ops is based especially on the security that arises from co-op values and principles.

Original languageEnglish
Title of host publicationPROCEEDINGS OF THE 11TH EUROPEAN CONFERENCE ON INNOVATION AND ENTREPRENEURSHIP
Editors Aaltio, MT Eskelinen
Pages586-592
Number of pages7
ISBN (Electronic)9781911218081
Publication statusPublished - 2016
MoE publication typeA4 Article in a conference publication
EventEuropean Conference on Innovation and Entrepreneurship - Jyvaskylä, Finland
Duration: 15 Sep 201616 Sep 2016
Conference number: 11

Publication series

NameProceedings of the European Conference on Entrepreneurship and Innovation
PublisherACAD CONFERENCES LTD
ISSN (Print)2049-1050

Conference

ConferenceEuropean Conference on Innovation and Entrepreneurship
Abbreviated titleECIE
CountryFinland
CityJyvaskylä
Period15/09/201616/09/2016

Keywords

  • youth values
  • co-operative organization
  • co-operative ideology
  • co-operative values
  • security

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