Because of high population density in Europe agriculture cannot define its aims on its own but has to take account of quite a number of demands from different actors. For instance, agriculture is expected to produce food and at the same time to contribute to the protection of cultural landscapes and the maintenance of ecological services. However, land use concepts are often formulated ecology-oriented neglectingsocio-economic objectives and potential production responses of farmers. The present paper is aimed to illustrate how multi-criteria analysis can be used to transform a primarily ecology-oriented land use concept for an ecologically very sensitive region into a more integrative and comprehensive one that makes due allowance for socio-economic objectives and farmers' response. The results of our study show that production responses of farmers decisively influence the utility society obtains from land use. Multi-criteria analysis helps to assess the trade-off between 'ecology' and 'economy' and shows how the integration of socio-economic objectives can contribute to the maintenance of incomes and employment without overly harming the attainment of ecological objectives. Our results clearly suggest which farmer production responses should be supported by private organisations and government bodies. Consequently the results can serve as a basis for a local policy programme and can thereby contribute to a regionalisation of agri-environmental measures.