The purpose of this empirical study is to determine the effect of gender and tenure of decision-makers as moderator variables on the relationship between decision-makers’ behavioral preferences and innovations adoption. This study is motivated by a limited understanding of decision-makers’ behavioral preferences on university’s innovations adoption which is needed to increase the success of university and industry collaboration. The gender variable consists of males and female while the tenure of decision-makers consists of < 5 years and ≥ 5 years. The study distributed questionnaires to 365 decision-makers of food and beverage firms in Jakarta and its surrounding areas. Quantitative data analysis was conducted using SEM PLS. The results show that decision-makers’ behavioral preferences had a significant relationship with innovations adoption. However, none of the moderator variables had any effect on the relationship between decision-makers’ behavioral preferences and innovations adoption. Therefore, the study infer that the gender and tenure of decision-makers did not influence the relationship between decision-makers’ behavioral preferences and innovations adoption.