1401 New York Ave. By clearly identifying cooperatives in e-commerce, .coop will give consumers greater choice in the electronic marketplace. And co-ops can generate market returns for their members.
Consumers trust cooperatives.
A 1994 Gallup poll found 61 percent of the U.S. public identified cooperatives as more trustworthy and better able to meet consumer needs than other businesses. Consumers don't know whom they're doing business with. NCBA and its international cooperative partners will make eligibility determinations. As a result, consumers can be assured that .coop has value and meaning in the marketplace. Equally important, .coop will prevent businesses from falsely identifying themselves as cooperatives in e-commerce.