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Counterurbanization, rural in-migrant trend studies rarely focus on the individual decision-making process. This paper studies the mindset patterns and frames the decision to select organic farming as a next career. We aimed to deepen our understanding of the complex reasoning that motivates newcomers to choose organic farming on a personal level. Based on semi-structured interviews, we developed a questionnaire and collected data from the newcomer to organic farming community in Hungary. The responses were analyzed using: (1) factor analysis to assess the dimensionality of the factors and (2) knowledge-based expert system to identify the logical connections between the aspirations. Our conceptual model was developed based on if-then rules between the identified aspirations, which describe the mindset patterns of newcomers to organic farming.

Mindset Patterns of Newcomers to Organic Farming in Hungary