In this context, the aim of this work is to statistically identify those factors significantly affecting the timing of soilless cultivation adoption and the associated technology. The study focuses on Mediterranean greenhouses, more specifically on horticultural producers in the southeast of Spain, applying duration analysis (DA), a technique that explores the timing of adoption within a dynamic framework. This framework overcomes generic limitations of cross-sectional adoption studies (Doss, 2006) considering adoption as a dynamic decision-making problem, spanning several years at least (Abadi Ghadim and Pannell,1999)