The study aimed to investigate factors influencing non-adoption of high producing varieties among farmers in the Guilan Province. This was a descriptive-correlation survey study. The population of this study consisted of 19278 rice farmers and by a multi-stage cluster sampling technique, 149 farmers were chosen as sample of the study. Content and face validity of the instrument was established by a panel of experts. Instrument reliability was established by calculating Cronbach's alpha coefficient, which was estimated to be 0.70. The data were analyzed by the use of descriptive and inferential statistics such as correlation coefficient, Kruskal-Wallis, Friedman and Logistic regression analysis. Findings revealed that uncertainty about the price of this variety of rice at time of selling in market, low quality and lack of interest among consumers, more water needs, more fertilizers need, weak resistance to pests and diseases, low profitability compared to other varieties and lack of on time access to inputs had negative impact on adoption of this variety.