We used survey data collected from cotton farmers in 12 southern U.S. states to identify factors influencing cotton farmers’ decisions to adopt precision farming. Using a seemingly unrelated ordered probit model, we found that younger, educated and computer literate farmers chose precision farming for profit reason. Farmers who perceived precision farming to be profitable adopt it to be at the forefront of agricultural technology. We also found that farmers who were concerned with environment emphasize precision farming adoption as a reason to improve environmental quality. Our results also indicate that farmers in coastal states such as Alabama, Mississippi, and North Carolina chose environmental benefits as a reason for precision farming technology adoption.