Farmland ownership is a critical issue for sustainable agriculture since it affects short-term productivity and the long-term stability of the sector. However, existing literature largely focused on immediately simplifying individual opinions through statistical methods, neglecting how implicit values could drive preferential ownership decisions. Therefore, this study aimed to understand the driving factors underlying decisions on farmland ownership, especially when there are cognitive factors that induce hidden constructs in individual preferences. This research, to observe the cognition and implicit values leading to ownership decisions, applied the Repertory Grid Technique (RGT) with subsequent Principal Component Analysis (PCA). Taking the multiple case studies of three villages in Kediri, East Java, Indonesia, this study involved 40 farmland owners. The RGT revealed a staggering 85 constructs leading to six ownership decisions: keep farming, buying, joint farming, leasing, selling, and converting. In general, the driving forces were distinguished into landowners’ household profile, sustainability-related (community and social conditions), spatial (farmland conversion and accessibility), and economic aspects. Based on PCA, “buying” and “keep farming” shared several driving forces and led to sustainable farming. In contrast, “joint farming”, “leasing”, “selling”, and “converting” were found to threaten farming sustainability. In addition, this study offers in-depth insights into the driving factors of different preferential ownership decisions according to the cognition and implicit values of individual landowners, allowing policymakers and other stakeholders to tailor policies and strategies to context-specific farmland ownership issues in pursuing sustainable agriculture.