Features of consumer cooperation development in the Russian Federation: the role of information support

Relevance. In conditions of economic pressure and introduction of anti‐Russian sanctions, consumer cooperation has all the prerequisites for expanding activities in the food supply sector. At the same time, there is a situation in which the population does not always realize and understand the role of consumer cooperation in the development of the country in the new economic conditions, and the state underestimates the importance of consumer cooperation in supplying the population with food and providing social services. The potential of consumer cooperation remains unclaimed. Aim. To identify the level of knowledge of citizens about consumer cooperation, taking into account regional differentiation. The hypothesis of the study is the assumption that the level of awareness of the population about consumer cooperation depends on the willingness of citizens to take part in it. Methods. Methods of generalization, document analysis, comparative analysis. The key research method was a questionnaire survey of the population. Results. Based on the results of an all‐Russian study, the degree of awareness of the population about consumer cooperation was identified, and priority sources for obtaining information about it were identified. The data obtained from the survey allowed us to conclude that currently there is an average level of awareness of Russian citizens about consumer cooperation: only about half of the respondents are aware of this concept. The author has identified the relationship between the respondents’ level of knowledge about consumer cooperation and their desire to take part in such practices. The main sources for respondents to obtain information about it are the official media, official portals of the Central Union, social networks/digital communities of consumer cooperation entities, as well as information and news portals containing news from the region.