The changing requirements of the international cotton market have created the need for continual investment in new technological innovations in developing countries. The main objective of this research was to identify factors that affect the adoption of Long Staple (LS9219) variety among smallholder cotton farmers in Matepatepa communal area of Mashonaland Central province of Zimbabwe. A total of 75 farmers were selected using stratified sampling and a structured questionnaire administered at the farm level. A binary logistic regression model was used to investigate adoption of the LS9219 variety.

Results of the survey showed that the economic returns per hectare for the traditional (SZ9314) and LS9219 were not statistically different at the 5% level. Most farmers were aware of the new cotton variety. Agricultural credit was found to have a positive and significant effect on adoption. On the other hand, large farm size was negatively associated with adoption of LS9219 variety. These findings point to the need for a holistic approach in which agricultural credit and sufficient price premiums for long staple varieties are central for longterm sustainability.