Crop acreage diversification is a major issue in the new CAP reform. In parallel, cash crop farmerswith intensive short rotations face yield stagnancy and natural resources deterioration. Farmers have to move towards more diversified cropping systems. This paper analyses how farmers’ preferences for a diversification crop attributes can influence their adoption of this crop. A choice modelling approach is built and conducted among specialized cereal farms in Southwestern France. Fifteen virtual diversification crops differentiated by the level of their attributes are tested. Results show that non-monetary attributes, such as agronomic conditions, play a key-role in the adoption. Farmers’ preferences for agronomic attributes are even stronger when they have already faced difficulties in their crop management. Farmers also display heterogeneous preferences across the crop attributes.