["Agribusiness, Volume 42, Issue 2, Page 590-602, Spring 2026. ", "\nABSTRACT\nAgricultural soils offer great potential for carbon sequestration through humus formation. One way to motivate farmers to build up humus is through humus programs. These are still at an early stage of development, poorly explored, and the number of participating farmers is low. Our aim is to explain the heterogeneity of farmers' willingness to participate in humus programs by typologizing them according to different design preferences and socioeconomic backgrounds. To this end, we conducted a survey with German farmers including a discrete choice experiment and questions about environmental awareness, profit orientation and farm characteristics. We summarized farmers' attitudes towards for example, climate change with a factor analysis and included the results into the latent class model we used to analyze the discrete choice experiment. The farmers surveyed can be divided into four classes. The results show that the classes differ in the farmers' preferences for the characteristics of a humus program, for example, type of reference value and program duration, and according to the factors of the factor analysis, for example, advocacy of humus programs. The classes distinguish between disinterested and motivated farmers, farmers focusing on safe money and farmers focusing on quick money. With this study, we improve the understanding of farmers' acceptance of humus programs, which is essential before starting targeted (political) efforts.\n"]