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In areas of high human-elephant conflict, cultivating crops that are less attractive to elephants can be a viable strategy for coexistence. Farmers in these regions often grow crops like pineapple, which are palatable to elephants and attract them into human-dominated landscapes. This study, conducted in Ruam Thai Village, adjacent to Kuiburi National Park in Thailand, evaluated the socio-economic factors affecting farmers' interest in alternative crop cultivation and assessed the impact of elephants and environmental threats on plots containing pineapple and alternative crops. Our findings revealed that 70% of households (N = 239) rely on pineapple cultivation as their primary source of income. However, 49% of interviewed pineapple farmers reported that their cultivation was not profitable, largely owing to the high costs of agro-chemical inputs. The majority (91%) of farmers experienced negative consequences from living near wild elephants, and 50% expressed interest in cultivating alternative crops. Farmers who frequently experienced elephant visits, felt they could coexist with elephants, and perceived both positive and negative consequences from them were more likely to be interested in alternative crop cultivation. Elephants eliminated over 80% of the pineapple but less than 6% of any alternative crop species across all test plots. Using a crop scoring system based on ecological, economic, and social factors, we identified lemongrass and citronella as the most suitable alternative crop species for the study site. This multidisciplinary study highlights interventions needed to reduce barriers and increase motivators for local farmers to adopt elephant-friendly agriculture as a sustainable human–elephant coexistence strategy. [ABSTRACT FROM AUTHOR]