Finally, respondents were asked to assess five categories of values that may have led them to
alternative agriculture. This was done via one-to-one comparisons, so each category was compared
to the other four. The five categories of values were defined as follows:
• Ecological – how people do and should relate to their environment;
• Social – how people do and should relate to each other;
• Religious – honoring and following the teachings of a specific religion rather than a general
spirituality or the ethics of doing good;
• Farming as a way of life – like to be in a rural setting, be own boss, work hard, grow living
things and experience the ups and downs of farm life; and
• To make a living