This article investigates which drivers influence farmer’s decision-making on adopting organic or conventional coffee management practices. The authors use the case of Santader, Colombia, one of the world’s most important producers of Arabica coffee, where both conventional and organic schemes of management are used. The results suggests that social identity of coffee growers, the influence of coffee institutions, attitudes about management practices, and social relations of production, all play an important role in the process of decision making. »