The aim of this study is to gain a better understanding of the variables determining farmers’ willingness to pay for SNK hybrid cocoa seeds, and the amounts farmers are willing to pay for these technologies. Faced with the volatility of bean prices in an increasingly unstable external market, and with the galloping demand from emerging processing industries, farmers are looking for varieties with high productivity and capable of withstanding climate change and diseases. Hence their preference for the hybrid SNK cocoa variety to improve the productive capital of cocoa farms. However, little is known about the factors that determine willingness to pay for the adoption of improved seeds. The survey was conducted among 311 cocoa farming households in the Centre Region of Cameroon, specifically in 07 divisions with high cocoa production. The data were collected using a questionnaire. Heckman’s two-stage selection model was used to analyze the data. The results show that the sex of the farmer, the level of education and the number of people living in the respondent’s household have a positive influence on the willingness to pay for the SNK cocoa variety. The amounts they are prepared to pay to acquire it varies between FCFA 50 and FCFA 500 per unit, with an average of FCFA 150 per unit of acquisition. It is therefore recommended to produce more.