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The purpose of this paper is to examine peer influence in the context of purchasing collectively consumed products. The particular focus of the paper is on strategies used by university students for persuasion and resistance when attending events and festivals.

Five females and three males studying for a degree in the UK were interviewed. Independent analysis of the interview transcripts was undertaken to identify persuasion and resistance strategies, as well as the factors influencing a strategy’s success.

A number of persuasion and resistance strategies are used and certain strategies use specific language techniques. Some of these strategies are only applicable to reference groups who have a history of consuming products together, as they resort to past experiences as a means of producing a persuasion or resistance argument. The extent to which the influence is successful is also discussed as being very subjective and dependent on the particular context of the persuasion exercise.

This is the first paper to exclusively examine peer influence in the context of collectively consumed products, notably influence and resistance strategies and the conditions which can make these effective. The paper illustrates the types of strategies peers use when attending events, in particular those used by people who live in a fairly close social system (university study) and where there is no formal hierarchy (in contrast with parent–children influence). The context can influence the types of strategies used, for example, the nature of the relationship between students, which is based on high levels of trust, makes it inappropriate to use certain strategies.

There are many farmers in rural Ethiopia, who do not join cooperative societies, despite the different technical and financial supports from the government. This study thus aims to investigate the main factors that inspire rural people to join into the cooperatives.

The study collected relevant primary data from 400 sample households using a special household survey designed for this study. The study also reviewed different secondary materials. The collected data were analyzed using the two-sample t-test principle and cooperative participation probit model.

The finding of the binary choice model illustrates that information access, special skill, membership in rural association, frequency of attending a public meeting/workshop, household head education, credit access, training access, number of family members in school, distance to main market, availability of infrastructures, farmland ownership and farmland sizes are the major explanatory variables that have statistically significant (p-value <0.05) influence on the rural people joining in the cooperative societies in the study areas.

This study was based on a cross-sectional survey. As a result, the finding may be subjected to some limitations though the study made all possible efforts to minimize the limitations.

Many studies found that cooperatives are a basis for food security. Accordingly, the government can increase a number of cooperative societies in the region by giving more focus to knowledge- and awareness-based instruments like education, information center, rural associations, communication services and roads. These campaigns can attract more people to join the cooperatives and then get the different economic and social advantages from the cooperatives in order to ensure household food security.

Some studies found that state, leadership, success history of the cooperative and autonomous status are the most important factors that determine not only the expansion of cooperatives in terms of a number of and types but also for the success of the cooperatives. This study, however, found the importance of information- and knowledge-based mechanisms as a basis to attract more people so that increase in a number of and types of the cooperative societies. Thus, the result of the study is significant for policy makers, social science students, researchers and cooperative societies.