The problem of the prospects and opportunities in the development of the co-operative model of company, of the methods to adapt it in the various countries becomes increasingly examined in the international studies. The need and the importance of support of this model are recognized by the most prestigious international organizations – United Nations, International Labour Organization and International Monetary Fund. In the same way, the social connotation of the co-operative model of the company, multiplied by its increased capacity of resistance to the crisis situations, confirms the importance of the support of the co-operative sector by the state. The prospects for the evolution of the co-operative movement in the Republic of Moldova, just as of the co-operative system entirety, on bottom of slowdown in economic growth of the country, financial and economic crisis, remain in uncertainty and require a redefinition and a continuous readjustment of the imposed economic and social imperatives. Our communication is focused on the analysis of the opportunity and the generalization of the vectors for the redefinition of the mission and the image of the co-operative model according to the results of the survey of the population. The reduction in the Republic of Moldova of the number of the members co-operators during the lasts decades indicates the persistence of the attenuation of the interest for this model of economic activity, confirmed by the results of the survey realized within the framework of our research – the current perception of the co-operative remains rather on a perception of its lucrative vector, that on that socia