Soil degradation in the highlands of Ethiopia is a serious problem that threatens the sustainability of agriculture. Although efforts have been made to develop and promote several soil conservation technologies, their adoption has not been widespread. This study, based on responses from a sample of 101 households which operate on 204 plots in Western Ethiopia, interviewed in 2003 cropping year, employed a Tobit model to identify the main factors influencing farmers' decision to adopt and intensify the use of improved and indigenous soil and water conservation (SWC) measures. The results suggest that area of cultivated land, land/ labour ratio, age and education level of household head and distance of the plot from home and slope of the plot provided statistically adequate predictive power on the use and intensity of SWC measures. These results are discussed and their implications for conservation programs are presented in the conclusion.