Research on organic farmers is popular but has seldom specifically focused on their motivations and decision making. Results based on detailed interviews with 83 New Zealand farmers (both organic and conventional) are presented by way of a decision tree that highlights elimination factors, motivations, and constraints against action. The results show the reasons that lie behind farmers' choices of farming methods and highlight the diversity of motivations for organic farming, identifying different types of organic and conventional farmers. Policies to encourage (...) organic production should focus on attitudes, technology, and finances. (shrink)