International audienceThis article contributes to current research by assessing the specificities and key points of differentiation of natural and organic food cooperative members versus customers of private natural food retailers. This is accomplished by identifying and comparing behavioral, attitudinal, and lifestyle characteristics of members and non-members in regard to organic food and sustainable practices such as buying local. Results reveal that food cooperative members are for the most part more “idealistic” than non-members but also identify a duality between idealism and pragmatism among members that could trigger serious governance issues. Consequently recommendations in terms of target market, positioning, communication, customer experience, and governance are determined

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