In this paper the behavioural change framework of Ajzen and Fishbein is used to explore whether attitudes towards organic farming, the perceived social pressure of the environment and the perceived feasibility of organic farming standards on the farm determine the willingness of farmers to convert to organic farming methods. These variables together with the business and personal objectives and the organic farming information seeking behaviour of the farmer were used in an ordinal regression procedure to predict the intended organic farming conversion behaviour of conventional farmers.