The present study employed a choice experiment to forecast the adoption of private GLOBALG.A.P. standards among Thai horticultural producers. It is based on primary data from 400 orchid and mango producers from the major production areas in Thailand. Mixed logit model estimations show that producers with higher levels of education and awareness about environmental and social requirements are more likely to adopt GLOBALG.A.P. standards. Prior experience in high‐value market channels and with public Good Agricultural Practice standards are also crucial factors that motivate producers to adopt GLOBALG.A.P. standards. However, certification costs and time needed for record keeping and training are major adoption barriers. Against this background, we propose more education and stakeholder workshops to increase the likelihood of adoption among Thai horticultural producers. The formation of regular discussion groups would allow fruitful interaction among producers and with advisors, eventually providing vital links between implementation of standards and day‐to‐day farm practices. [EconLit citation: Q13].