New Zealanders' Views of the Primary Sector was initiated by the Ministry for Primary Industries last year to measure change across a 2008 benchmark survey.
The key finding was that, with very few exceptions, the views of rural and urban New Zealanders were very similar across key topics in the sector, including water quality and expansion through value-add, Mr O'Connor said.
The findings were contrary to the study's media literature scan, which suggested a growing divide and polarisation of views between the two groups, he said.
Respondents said the most significant environmental issue facing New Zealand was water quality (rural 53% and urban 47%) and recognised farmers were working to do something about it.
There was a doubling in the percentage of both urban and rural respondents who saw water pollution and quality as the most significant environmental issue facing New Zealand.
They agreed expansion through value-add products was good for New Zealand (rural 70% and urban 69%) and were equally concerned about threats to biosecurity from pests and disease.
Both urban and rural respondents were most positive about the horticulture industry and least positive about fisheries.
Views of both urban and rural respondents towards the pastoral farming industries were ''mildly positive'', which slipped from ''very positive'' in 2008.
There was a sharp increase in urban respondents who agreed everyone should have access to services and most would pay a bit more if it meant rural people could access them at a reasonable cost.
It looked like urban and rural were ''getting on the same page'' and that was important, Mr O'Connor said.