134 RURAL SOCIOLOGY 



in favor of abstinence from strong drinks. In nearly all the cafes 

 and restaurants connected with the cooperative institutions 

 spirits are not sold while customers are encouraged to drink 

 light beer or non-alcoholic beverages. Thus the cooperative 

 movement has become one of the strongest movements in the old 

 world both in city and in country for the promotion of tem- 

 perance. 



One of the most marked effects of the movement is the pro- 

 motion of business integrity. This is a matter of common ob- 

 servation and experience and is well known throughout the co- 

 operative world. For example where there is a small rural 

 cooperative credit society, a person ordinarily cannot borrow 

 from it unless he has acquired a reputation for reliability. As 

 a consequence a loan comes as a certificate of character, while 

 a refusal of one may well be a cause of serious reflection on the 

 part of the would-be borrower. As a result, people learn to 

 care more for their character and reputation in their dealings 

 with one another. It becomes manifest to all that honesty is an 

 essential quality for business efficiency. 



In agricultural cooperation high prices are secured only be- 

 cause the good quality of the produce is guaranteed by the so- 

 ciety. Any member who fails to conform to the standard will 

 be fined or excluded from its privileges. The consumer and the 

 careful producer therefore are protected from loss resulting 

 from the misrepresentation of the careless or dishonest producer. 

 By making the producer more careful, much waste and injustice 

 is avoided, while it is continually being demonstrated that a 

 high standard of business morality in the individual is an as- 

 set both for himself and for his community. 



The promotion of honesty by the cooperative movement comes 

 also more directly through the atmosphere it creates. Coopera- 

 tive business promotes what is called the cooperative spirit. It 

 is a consciousness of brotherhood. Under its influence one does 

 not wish to injure one's neighbor. Cheating and sharp practice 

 are so out of place and altogether discordant with the cooperative 

 spirit as to insure their infrequency. 



The independence, courage and self-respect, induced by free- 

 dom from debt, material prosperity, thrift, and temperance are 

 also increased by reason of membership in a firmly knitted self- 



