There is slow adoption of macadamia nuts faming in Zimbabwe. Thus, the current study sought to investigate the effect of industry structure, conduct, performance and value addition affect the adoption of macadamia nuts farming in Zimbabwe. Through a cross-sectional survey, data were collected from 115 macadamia nuts farmers. Purposive sampling method was used to come up with a sample size. A structured questionnaire with Likert type questions was physically distributed to macadamia nuts farmers. Hypotheses testing was done using the structural equation modelling (SEM) in AMOS V22. The current study established that industry structure, conduct, performance and value addition influence the adoption of macadamia nuts farming. Thus, industry structure, conduct, performance and value addition directly influence the uptake of macadamia nuts farming. The current study extends our understanding of factors that influence the adoption of macadamia nuts farming in Zimbabwe. Previous studies did not focus on the effect of industry structure, conduct, performance and value addition on the adoption of macadamia nuts farming; hence this study intends to close this gap.