Rising concerns about the environmental costs of dairy production have resulted in an increasing use of farm practices that diminish negative production externalities. Yet, little empirical evidence exists regarding the factors influencing the adoption of pollution-reducing strategies by dairy farmers. In this study, we estímate a logit probability model to explain first-stage adoption of capital-intensive cleaner production (CP) practices, using a sample of 100 médium and large-size dairy farms located in southern Chile. Voluntary approaches to pollution control in agriculture are relatively recent in Chile and diffusion has been slow and uneven among farmers. Only 43% of the farmers surveyed were using some CP practices at the time of the interview. The probability of adoption was found to be positively correlated with farmer's education and age, awareness of environmental regulations, the type of milk buyer, and the use of complementary CP management practices. Conversely, farm structure variables were not significant, which suggests that the adoption of CP practices could be responding to non-economic motivations.