Evaluating occupational values in Japan's urban farming: A comparison between the Likert scale and Best-Worst Scaling methods

In Tokyo, where agricultural land is both scarce and expensive, understanding the motivations of farmers committed to sustainable practices is essential. This study explores the occupational values of environmentally conscious urban farmers pursuing organic certification. To address the middle response bias common with Likert scales in Japan, we utilized both a five-point Likert scale and Best-Worst Scaling (BWS). BWS, by identifying the most and least significant values, provides a more nuanced evaluation. Our analysis, based on responses from 89 certified urban farmers, reveals that relationships with consumers are highly prioritized, while values related to nature and the environment are less emphasized—challenging conventional assumptions about sustainability motivations. Furthermore, significant differences in the importance of family, business, and land were observed between the two methods. BWS offered deeper insights into farmers' values, uncovering subtleties that Likert scales may obscure. These findings offer a robust foundation for future research aimed at integrating these values into sustainable urban agricultural strategies, potentially reshaping market dynamics and informing policy development to support Tokyo's agricultural sustainability. • Utilized Self-Determination Theory to assess intrinsic, extrinsic, and sustainability motivations of Tokyo's urban farmers • Highlighted the role of sustainability motivation in driving farmers' occupational values and decisions • Compared the efficacy of the Likert scale and Best-Worst Scaling in measuring occupational values • Identified BWS as more accurate in specifying respondents' priorities for specific attributes • Contributed novel insights for integrating occupational values into sustainable business models