Rotational grazing has been promoted as a best management practice with environmental benefits and associated higher revenue. Its adoption rate has been relatively low. This study investigates the role of uncertainty in the adoption of rotational grazing with a cost-share by cattle producers. Mail survey results indicate that 63–71 per cent of cattle producers are uncertain about adoption with a government cost-share. The study suggests that the possibility of uncertainty should be considered in cases where willingness-to-pay is elicited in the context of adoption of technology.