Rainwater harvesting (RWH) systems are presented as a feasible alternative to increase water resources for agricultural use. However, the installation of these systems in farmers’ holdings is very limited. It is necessary to know the opinions and attitudes of farmers towards these systems to develop specific measures that respond to their needs. This study analyses the case of intensive agriculture in southeastern Spain. The objective is to understand the attitudes of farmers in relation to the installation of RWH systems. A profile of farmers regarding RWH usage was developed through cluster analysis techniques. The results show that the detected farmer groups have different preferences and attitudes regarding RWH and the incentives that could be implemented to encourage its use. The most important obstacles to implementing RWH are not only economic but also technical and agronomic. Additionally, the degree of environmental awareness a farmer has plays a key role in their decision to install RWH systems. Recommendations based on the findings of this study are provided for policy-makers. The results of this research may be useful for those regions that are considering RWH, especially in areas where water availability is a limiting factor for agricultural development or compromises its sustainability.