Basic human values of dairy producers in Canada and the U.S.: A cross-sectional survey study

Farmer decisions on management practices have a broad impact across economic, environmental, and public health issues, and have been associated with farmers' basic human values (e.g., tradition, stimulation, and security). This knowledge can be useful to inform the implementation of research programs and voluntary policies. A cross-sectional study was designed to characterize 10 Schwartz's basic human values (conformity, tradition, benevolence, universalism, self-direction, stimulation, hedonism, achievement, power, and security) in Canadian and U.S. dairy producers using a 20-item Portrait Value Questionnaire (PVQ) survey. Canadian dairy producers in Ontario (n = 3367) and Atlantic Canada (New Brunswick, Newfoundland, Nova Scotia, and Prince Edward Island; n = 557), and U.S. dairy producers (n = 1000) in five Eastern states (Florida, Michigan, Ohio, Vermont, and Wisconsin) were invited to participate. Producers were asked to rank their relatability to 20 items (each basic human value evaluated by two items) using a 6-point scale (1–6) and the score of each human value was the mean rank of the two items corresponding to the basic human value. Cluster analysis was performed to identify distinct groups of Canadian and U.S. producers that shared basic human value patterns. Country-wise and cluster-wise comparisons in basic human value scores and producers' demographics were performed. Overall, 289 surveys were returned with useable responses from Canadian producers (7.4% response rate) by July 2021 while 315 useable responses (33.1% response rate) from U.S. producers by May 2021. Canadian producers had more desire (P < 0.05) to enjoy life (hedonism), for success (achievement), and to dominance (power), whereas U.S. producers were more (P < 0.05) compliant (conformity), traditional (tradition), helpful (benevolence), egalitarian (universalism), and were more likely to appreciate social security and stability (security). In addition, U.S. producers who milked more cows daily were more open to changes (less conservative) with more desire for success and leadership than those milked less (positive correlation between the number of cows milked daily and the value scores). Compared to data from the general population based on the Wave 5 (2005–2009) and Wave 6 (2010–2014) World Value Surveys, dairy producers in Canada and the U.S. were more open to changes with more desire for power. Although a cluster of more open producers was identified in both countries (n = 71 in Canada; n = 86 in the U.S.), they could not be differentiated from other producers by demographic characteristics. Through this study, we showed differences in 10 basic human values between Canadian and U.S. dairy producers, which were distinct from the general population of the respective country. For U.S. producers, farm size was positively associated with openness and desire for more authority, qualities that may indicate more willingness to adopt new dairy farm practices or adhere to agricultural regulations. Thus, the influence of 10 basic human values by dairy producers should be considered to inform the design or implementation of best practices, future policies, and research programs.