The Ministry of Education in Malaysia has been appointed to be one of the leaders in the innovation landscape with the responsibility to facilitate the adoption of quadruple helix (QH) across institutions of higher learning in Malaysia (IHL) to accelerate the commercialization of IHL technology. However, it was reported that the adoption of QH in Malaysia still needs to be more extensive and widespread, especially in IHL. This paper aims to study the effects of psychological and external factors on adopting QH by applying the theory of reasoned action (TRA). This paper proposes a conceptual model and research hypothesis to understand further the role of psychological and external factors in influencing the adoption of QH. The conceptual model may help explain the phenomenon of low engagement in the adoption of QH among academics in Malaysia and may be used as a guideline to develop a strategic plan for promoting the adoption of QH among academics.