Human values in agriculture

The human element in agriculture has been overlooked for a long time. Values are an important dimension of the human element, and are recognized as important determinants of attitudes and behaviour. In the present study the values of some groups in agriculture were measured. The Rokeach Value Survey was administered to 195 farmers, 95 agricultural college staff and 329 agricultural college students. The data were presented in three ways. First, values of farmers were described and related to their reluctance to leave farming. Second, comparisons of values were made within the farmer group and with other groups - in particular farmers' and staff values were compared. Third, the values of students at each of three colleges were correlated with their perception of values espoused by their college. Results were examined in light of what is known about the attitudes and behaviour of these groups. The measurement was useful in pinpointing both actual and perceived value differences between farmers and staff. It also provided some useful descriptive data