The permanence of land management practices adopted under Agri-environmental schemes (AES) is often questioned. This paper investigates the drivers of farmers' decision to maintain or not the adopted practices beyond the duration of the contract, and especially the effect of social norms and framing on this decision. Our results, based on the stated intentions of 395 farmers, show that pecuniary but also non-pecuniary motivations drive farmers’ decision, which is significantly influenced by information about the social norm. These results lead to recommendations for "nudging" farmers, by conveying information to them on other farmers' decisions concerning pro-environmental land management practices.