This study was conducted in Meket District, Amhara National Regional State, in northern Ethiopia. Cross-sectional data collected from 214 randomly selected farm households via a structured interview protocol was used for the study. Double-hurdle model was to identify factors affecting the probability of adoption and intensity of use of improved bread wheat varieties and associated technologies in the study area. The first hurdle of the model suggests number of oxen owned by household, mobile phone ownership, education level of the household head and access to extension services significantly affected the probability of any improved bread wheat variety adoption. The intensity of improved bread wheat variety adoption was significantly associated with ownership of main plots, participation in on-farm demonstrations, perception towards shattering problems of local bread wheat varieties, and annual income of household. The findings of this study highlight the importance of economic(such as number of oxen) and institutional(such as access to extension) factors related to agricultural extension and communication, the participation of farmers in on-farm demonstrations, wealth creation and acknowledging farmers’ perception regarding improved bread wheat variety attributes. Development interventions should strive to target such economic, institutional, and psychological factors to promote wider adoption of improved bread wheat technologies.