Abstract
Agricultural land in North Lombok, Indonesia, provides farmers with several choices of crops to be grown, among others is cocoa. However, farmer reasons for growing this crop is not completely documented. This paper explores farmer reasons for growing the crop and models their decisions. This paper used secondary data and field observation to serve the study objectives. The unit of analysis is cocoa grower in North Lombok. Data were analyzed in a descriptive way, providing farmer reasons or motives for growing the crop and building models to bridge farmer decisions in growing the chosen crop. This study found that there are three reasons that guide farmers into growing cocoa, i.e. income, social relation, and available time. These three reasons are then utilized to build the farmer decision model for the crop choice. The model indicates that cocoa growers are rational. This result also implies for extension activities, to be implemented in an effective way.