Virtually all technology adoption studies are conducted ex post, yet policy makers often need to assess the likely level of adoption before the technology is introduced. This study uses data from a contingent valuation survey of Michigan corn growers to assess what factors would influence the adoption of two safer corn herbicides, one that is not carcinogenic and one that does not leach. Results indicate that price, risk perception, and sources of pest control information are all important. This suggests that public policies designed to change perceptions and improve information dissemination may encourage voluntary use of more environmentally friendly technologies.