It is said that farmland owners lend the land in order to satisfy economic purpose and interdependent fiduciary relation in territorial society or blood relation. On the other hand the so-called consensus in village may give the ideal way of farmer's selection for good behavior as well as to be the clue toward each action. So this study aims at analyzing the influence of individual and social factors on the landowner's decision making when selecting the land borrowers. The study area is to towns which are different in the percent of farmlamd mobilization in the same area. The first analysis is to understand individual and social factors. Individual factors is the preference of landowners. Social factors are the infomation source and the surronding performance. The second analysis is to examine the relation among the individual and social factors and the landowner's decision making when selecting their borrowers. The third analysis is to study the relation among the individual and the social factors. The fourth analysis is to identify the kind of borrowers of farmland who can rent land from land-owners by using the factor analysis. The fifth analysis is to make some appropriate models considering how the social factors influence on the decision of owners about what kind of borrowers can rent their lamd by using the covariance structure analysis. The result shows that the social factors as well as the individual are important in farmland mobilization. And it is important for land-owners to take into account the opinion of the primary farmer in the village rather than of the friends or the relatives. It is valid if the farmland accumlation to the large-scale farmer is advenced for instance. In addition the situation for kending preferences of a large-scale farmer, and decreasing the number of farmlamd owners who don't understand other farmers reaction demonstrates the above effect.