This study measured value changes among people returning to farming and rural areas in Gyeongbuk and analyzed how these value changes affect the life goals. First, Post-materialists account for 14.1% of all respondents. As mediating variables affecting post-materialism, income and residential area did not produce statistically significant differences, but values showed certain differences depending on gender. Second, It was found that when the values of those who returned to farming or returned to rural areas in Gyeongbuk increased by one unit from materialism to post-materialism, the odds of pursuing individual quality of life over pursuing individual income increased by about 1.9 times. Third, Age and income were found to be variables that had a significant impact on regional satisfaction. The more post-materialistic the population, the larger the farming scale, and the male, the more positive the trend was in terms of satisfaction with the region and people, but there was no statistical significance. Lastly, there is satisfaction with the quality of life policy of those who have returned to farming or rural areas. Although the statistical significance is low except for culture, it is worth noting that these values show negative values for quality of life policy variables as post-materialism increases.