In order to evaluate the socio-economic factors affecting the adoption of a new technology in rural areas, the present study was undertaken. For this purpose, Markazi province, was selected in which substantial areas are under bean cultivation.Then, Khomain area in that province with the most cultivated area under bean cultivation was selected for the introduction of new bean seed variety (Talash). Farmers were classified into two categories: those who adopted the new seed variety and those who did not adopt the new seed variety. Samples were selected by simple random sampling method. The analysis was based on the primary data collected through questionnaire, and observations from the sample farmers. In this study, the factors affecting the adoption of the new seed variety, as well as, the reasons for not adopting it, were compared statistically. Then, the reasons why farmers who adopted the new technology, for a maximum period of two growing seasons abandoned it, were studied, The results showed that the main factors affecting the adoption of new variety were age, experience, literacy, new technology awareness, and other social characteristics such as, land ownership, size of land, attitude towards change, relationship with the extension officers and so forth. Therefore, interalia, it is suggested that training for the farmers and improving extension services are crucial for agricultural development. The results also indicated that agricaltural research, in addition to improve production increase, must take into account the quality and marketability of the product, as well.