A farmer's decision to adopt sustainable land management practices often takes place in a changing context. In the Northeast Region of Thailand, rural areas face a deagrarianization process and the dominant farming system – small-scale rice farming under rainfed conditions – is losing its role as the main provider of household income. The study applies a mixed approach to investigate the reasons why farmers adopt sustainable land management practices in this region. This approach involved a quantitative assessment of factors that influence adoption and a qualitative analysis of local actors' opinions regarding these reasons. Two major reasons were identified: the engagement in diversifying production and the willingness to reduce the amount of time household members spend farming. These two reasons relate to two strategies farmers use to adapt to ongoing changes: getting involved in changing the farm or maintaining it while limiting the effort they spend running the farm. Initiatives to enhance the uptake of sustainable land management practices in the Northeast Region of Thailand would benefit from structuring the support provided taking these two strategies into account.