Heterogeneity of farmers’ preferences and willingness to accept compensation (WTA) related to a results-based agri-environmental policy were investigated using a choice experiment and latent class analysis. A quarter of farmers would be willing to switch to a results-based agri-environmental scheme (AES) with a moderate compensation request, whereas one quarter supported the status quo. Willingness to reform the AES was found among all farmers, but the current practice-based approach generally appeared to be more acceptable than the new proposed policy. Responses to the results-based AES differed between farmer groups. Therefore, attention should be paid in policy design to ensuring desirable programme coverage among different regions and farm types.