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Abstract
Schwartz's value theory is applied in the context of Finnish family forest owners and their
values are compared to those of the public at large. This comparison may give insight how value
changes in society are reflected to forest owners’ values and objectives, and hence their actual
forestry behavior. The empirical study is based on the use of the Short Schwartz's Value Survey
measure (SSVS) in a nationwide mail inquiry (n=2116). Instead of using several value
indicators, SSVS directly measures motivational types, the ten universal motivational or value
types being self-direction, stimulation, hedonism, achievement, power, security, conformity,
tradition, benevolence and universalism.
According to the results forest owners ranked universalism which includes such values as the
beauty of nature and art and nature conservation slightly lower than the whole population. The
difference was clearly increased when female forest owners were compared to women in the
whole population who valued universalism as the second most important value after
benevolence. Traditions were valued clearly more by forest owners than the public. Forest
owners were also classified into two groups based on their values. “Softies” highly emphasized
benevolence and universalism while “Toughies” were strongly in favor of power and
achievement. The probability to belong to Softies increased by forest owners’ age and it was
larger for female owners and owners with recreational or multiple objectives for their forest
ownership. Toughies were more often farmers and rural dwellers than Softies.