This paper presents key factors affecting the adoption of digital technologies and decision support technologies in horticulture supply chains. Using the case study method, in-depth interviews were conducted with decision-makers of three distinctive horticulture supply chains, complemented by site observations. The Technology Acceptance Model (TAM) is the theoretical foundation guiding this qualitative study. The findings indicate the constructs perceived ease of use, usefulness, attitudes, behavioural intentions, trust, social influence, and costs affecting adoption. The study contributes to the literature by presenting an integrated TAM model that can be used to understand adoption in horticulture supply chains. It strengthens TAM by providing evidence of its applicability to real-life industry settings and further creates a link to the unique adoption problems in industry. The practical contribution to ICT developers, industry peak bodies, and governments is that the inter-firms’ interactions need to be considered when designing decision support technologies and implementing improvement programs.