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The article focuses on the identification of connection patterns between socioeconomic characteristics and respondents’ motivation. The research was performed on a sample of 202 shareholders of agricultural cooperatives in five Croatian counties. The correspondence analysis has confirmed the existence of high inertia within groups of economic and social motives as well as the highest importance for financial reasons. Multiple correspondence analysis identifies differences in response patterns of evaluating the influence of motivational factors. Better market placement is the main reason for joining cooperatives among respondents with full ownership rights having fewer than ten years of experience and lower income from agriculture. The respondents with higher income from farming or cooperation were more motivated to reduce production costs unlike the respondents with more moderate income.

A CORRESPONDENCE ANALYSIS OF MOTIVATIONAL FACTORS FOR JOINING AGRICULTURAL COOPERATIVES IN CROATIA