Demonstrated economic benefits of conversion to organic agriculture, combined with solutions to technical and production-related problems, suggest that farmers in Switzerland should have converted in large numbers to organic production. However, the number of organic farms in Switzerland has remained virtually constant in the last 10 yr, so it appears there are other factors that influence the decision of whether or not to convert. Several studies have sought to identify the factors that influence the decisions by farmers whether or not to convert to organic, but have found a range of factors that appear to be context dependent, while others can be seen as context transcendent, which makes it difficult to draw generalizable conclusions. The aim of this study was to identify how Swiss farmers’ decisions reflect the interaction of perceptions, relationships, policies and economic factors, which either enable or provide barriers to conversion. Semi-structured interviews were conducted in 2015 with 39 farmers of mixed and arable farms in the German- (n = 24) and French-speaking (n = 15) parts of Switzerland. The interviews were recorded, transcribed and analyzed according to their content. The results show that the decision of whether or not to convert relies on belief that technical problems have been sufficiently solved, as well as a range of social factors. Farmers perceive social pressure for them to be productive, but non-organic farmers often incorrectly perceive organic farming as not being oriented toward production. Furthermore, ‘official’ advice, which could correct this misperception, is sought about how, rather than whether, to convert and typically comes after farmers have made their decision. Major barriers in an area with a low density of organic farms are the lack of supply and delivery points within an acceptable travel distance, and lack of peer networks to provide informal support. On the basis of these findings, we propose that strategies to encourage conversion should be based around two main pillars: investment to create a network of supply and delivery points in areas with low density of organic farms; and actions, such as information events, to encourage dialogue between conventional and organic farmers to counteract feelings of ‘us vs them’.

The number of organic farms in Switzerland has remained stable since 2009, although several studies have shown that financial arguments should mean that more farms convert to organic production. These results suggest that either farmers do not behave rationally, or there are other reasons that inhibit farmers from conversion. In this study, 39 organic and non-organic Swiss farmers were interviewed with the aim of identifying barriers to conversion and learning how these have been overcome. The results suggest that the structural conditions for conversion are in place but a range of social factors create barriers. These factors include negative attitudes towards organic farming held by family members; problems with mutual acceptance between organic and non-organic farmers; technical reasons such as fear of weed infestation; and a fear of losing independence. Organic farmers however suggested that these barriers are overestimated. Farmers who are considering conversion are reluctant to ask for advice because this is seen as an irreversible step to conversion. This allows the conclusion that informal events and platforms that enable communication between organic and non-organic farmers could inspire farmers to take the first steps.