Transformation to sustainable agriculture in the Netherlands is increasingly called for. Agroecology is acknowledged as a sustainable – potentially transformative – alternative for conventional methods of agriculture. However, few farmers adopt agroecological practices. Recent literature suggests failure to achieve sustained and transformational change may be due to neglectance of personal, nonmaterial aspects of such processes, also referred to as “inner” dimensions of sustainability. Aiming for empirical underpinning, individual transition pathways of nine agroecological farmers were explored, and processes of change were analyzed using a conceptual framework of “zones of friction and traction” across three interconnected and embedded spheres of transformation: the personal, the practical and the political. The chosen framework allows for seeing the role of the personal aspects of transformation, without losing sight of pressures and influences from the “outside.” Identification of zones of friction and traction revealed where and why transformation was happening, as well as the drivers behind farmers’ choice and passion for agroecology. We argue that focus on the “inner” dimension or personal sphere is foundational to sustained transformational change in the practical and political spheres, i.e. the outside world. The presented findings have implications for strategies targeting envisioned transition toward a sustainable food system.