This study investigates the determinants of rural households’ willingness to pay (WTP) for Briquette producing machines using a Seemingly Unrelated Bivariate Probit model. Survey data from 383 respondents were analysed, the model was statistically significant (Wald χ² = 36.94, p = 0.0119). The model jointly estimates two binary WTP responses while accounting for correlated decision-making. The estimated joint probability of affirmative WTP responses is 35.8%, and the correlation coefficient (ρ = 0.328, p < 0.0001) confirms interdependence between the two decisions. The results reveal that education of the household head, training participation, and membership in social association, landholding size, annual income, and risk preference positively affects the likelihood of WTP. Notably, training exhibits the strongest marginal effect, suggesting that capacity-building interventions substantially enhance farmers’ willingness to pay. Importantly, the mean WTP was estimated at 4,307.572 ETB. These findings underscore the importance of human capital, social networks, economic capacity, and behavioural traits in shaping adoption decisions, suggesting that targeted training, awareness creation, and support for lower-income households can enhance the diffusion of briquette-producing machines.