Given the importance of drip irrigation systems in improving water resource efficiency and reducing agricultural costs, low acceptance of this system by farmers has become a major challenge in water resources management. Previous research shows that factors such as lack of motivation, limited capabilities, and lack of appropriate opportunities play a significant role in the non-acceptance of this technology. Also, the reduction of educational and promotional programs by relevant institutions, including the Agricultural Jihad Department, has limited farmers' awareness of the benefits and how to use this system. Therefore, it seems necessary to examine existing barriers and provide appropriate solutions to overcome these challenges. In this study, the main objective is to examine farmers' barriers to using drip irrigation systems based on the MAO model (including three factors of motivation, ability, and opportunity). For this purpose, a qualitative and exploratory research design was designed and the necessary data was collected through interviews with 15 farmers and 5 people including the director and experts of the Agricultural Jihad Department of Rafsanjan city. Thematic analysis and MAXQDA software were used to analyze the data. The results of the study showed that, according to farmers, managers, and experts, the most important obstacle to the adoption of this system is the inability of farmers, which is related to factors such as social resources, cognitive resources, and financial resources. Also, despite the limited awareness and knowledge of farmers, the educational and promotional programs of the Agricultural Jihad Department have decreased in recent years. Finally, based on the opinions of farmers, managers, and experts, solutions from a social marketing perspective were presented to encourage farmers to use the drip irrigation system more. These solutions can play an effective role in increasing the adoption and use of this technology.