ABSTRACT This study examines the main drivers influencing the adoption of two types of precision farming technologies in the viticultural sector: Decision Support Systems (DSSs) and Variable Rate Technologies (VRTs). We apply a partial proportional odds model and find that socio‐demographic characteristics are not significant determinants of adoption, whereas farm structural features and a general positive attitude toward technology significantly increase the likelihood of uptake. Environmental concern plays a role only with respect to the intention to adopt, but not in explaining actual adoption behavior. Moreover, farmers' perceptions of the usefulness of digital technologies and the difficulties associated with their use emerge as key factors shaping adoption intentions among non‐adopters. These results suggest that targeted training initiatives and strengthened advisory services could play a crucial role in fostering the diffusion of precision farming technologies in viticulture.