Basic human values in the Swiss population and in a sample of farmers

Basic human values were investigated in Swiss farmers. The main objective was to take a first step toward elucidating the structure and profile of basic human values in farmers. Data from the first three rounds (2002, 2004, 2006) of the European Social Survey were used. Value orientations were assessed with Shalom H. Schwartz’s 21-item Portrait Values Questionnaire (2003b). The value orientations of the farmers (n = 125) were compared with those of the general Swiss population (n = 5,055) in terms of structure. In addition, the farmers’ scores in four higher-order value types were compared with those of the general population, managers of small enterprises (n = 103), and production and operations managers (n = 155). The structure of Schwartz’s four higher-order value types were replicated in the Swiss population as well as in the farmer sample. The farmers showed the highest score in conservation, followed by self-transcendence, self-enhancement, and lastly, openness to change. Their value profile differed from that of the general population and that of both groups of managers. According to the farmers’ value profile, recent agricultural policy strategies to promote farmers’ ecological behavior may not be structured and marketed in a manner which is in line with their basic values