The abolishment of the dairy milk quota, increasing fluctuation of milk prices, and the ongoing structural change in the European milk sector led to the so-called milk conflict. Farmers reacted with protests, membership resignation from the German Farmers’ Association and milk delivery strikes. The study analyzes dairy farmers’ decision-making under pressure with respect to their association membership and their participation in the strike with a qualitative research approach. Data includes 34 personal, in-depth interviews with farmers and experts. Results show that rising dissatisfaction and exerted pressure by members of the Federal Dairy Farmers Association resulted in decreasing loyalty and voice, and a higher likelihood to exit from the German Farmers’ Association.