This paper aims to identify the factors that influence the choice of organic farmers to innovate for more sustainable practices that go beyond the strict limits imposed by the certification. Using survey data collected from 352 Italian and Portuguese certified organic farmers, a probabilistic model was estimated. The results show that farmers, in particular women, longest engaged in organic farming are more likely to adopt sustainable practices. They also indicate that farm size, landownership, the existence of some types of complementary activities and the sources of information used by farmers affect the adoption of such practices