The adoption of advanced agricultural technologies among maize farmers has been widely encouraged to enhance productivity. In response, the Tanzanian government has implemented various initiatives and policies to improve maize varieties, aiming for higher yields and long-term sustainability. This study explores the key factors influencing farmers’ continued use of improved maize varieties in Kilosa District Council, Tanzania. It focuses on farmers who have utilized these varieties for at least three years, examining why some persist while others discontinue their use. Farmers initially decide to adopt improved varieties, and over time, they determine whether to continue based on various influencing factors. Data were collected through questionnaire surveys from 286 farmers across eight wards using a multistage purposive sampling technique. Additionally, focus group discussions (FGDs) and key informant interviews (KIIs) provided deeper insights. The study employed unordered multinomial logistic regression, the Logistic Regression Model, and content analysis to objectively assess the data. The findings reveal that high yield, early maturity, farming experience, household labour, and hired labour significantly contribute to the continued use of improved maize varieties. Conversely, factors such as farm size, education level, pest and disease resistance, and access to agricultural extension services negatively affect sustained adoption. Content analysis from FGDs and KIIs further supports these results, with high yield and early maturity identified as the primary drivers of continuous use. These findings highlight that farmers’ perceptions of technological attributes, individual characteristics, and institutional factors play a crucial role in determining the sustained adoption of improved maize varieties.