This study is set in rural Colombia where potato farmers face an ongoing struggle against the Guatemalan Potato Moth. In 2009, a new technology was devised that was both environmentally friendly and efficient at neutralizing this pest. The present paper seeks to identify the main factors that affect the probability of farmers adopting this type of technology. More specifically, it assesses whether farmers' risk preferences influence their willingness to adopt a new technology. It also gauges the extent to which they will adopt. We find that the main barriers to adoption are the characteristics of the new technologies themselves. Furthermore, while farmers' risk preferences do not impact their decision to adopt a new technology, they do influence the extent to which they will adopt. iii