Purpose: Despite hazardous consequences, the use of fertilizers and pesticides has been exceptionally high, mainly to increase crop yield. Socio-economic factors have been explored to understand the inability to curb its overuse; however, literature on psychological factors affecting farmers' decision-making is very scarce. Psychological factors are important to understand as these factors mediate the effects of external socio-economic factors on one's behaviour. The present study focused on farmers' intentions to convert their farming practices from conventional to organic. Design/methodology/approach: The data was collected from 389 participants, mainly using semi-structured face-to-face interviews. The observations were analysed through regression and structural equation modelling. Findings: A significant association has been observed between attitudes, subjective norms, perceived behavioural control, awareness and farmers' intention to switch to organic farming practices. Practical implications: As the observed factors are significantly associated with conversion intentions and malleable by nature, the study serves as a confirmatory node to proceed with the interventional plan based on the belief system restructuring module to educate farmers about sustainable farming practices. Theoretical implications: The study verified the applicability of the theory of planned behaviour in the Indian context and highlighted the factors to be targeted to convert the intentions of conventional farmers to organic farming. Originality/value: In order to curb the overuse of chemicals in agriculture, policymakers can plan suitable interventions and use the relevant psychological measures to target the factors identified in the present study.