From Service Perception to Well-Being: Understanding Older Adults’ Acceptance of Music Therapy Within the SDG 3 Framework

Objective: The objective of this study is to investigate the factors influencing older adults’ acceptance of music therapy services in Thailand, with the aim of supporting the development of age-friendly, health-promoting interventions in line with Sustainable Development Goal 3 (SDG 3). Theoretical Framework: This study is grounded in the integration of several theoretical perspectives, including the Technology Acceptance Model (TAM), Health Belief Model (HBM), Adult Learning Theory (Andragogy), and Selective Exposure Theory. These frameworks provide a comprehensive basis for understanding how information perception, learning, perceived usefulness, and attitudes contribute to service acceptance. Method: A quantitative design was employed, using a structured questionnaire administered to 322 older adults from senior clubs across 10 districts in Bangkok. Structural Equation Modeling (SEM) using Partial Least Squares (PLS) was applied to analyze the relationships between the study variables. Results and Discussion: The results revealed that information perception significantly influenced learning and perceived usefulness. Learning had a positive effect on both perceived usefulness and attitudes, which in turn significantly influenced acceptance. Perceived usefulness also directly affected acceptance. These findings align with the theoretical models and reinforce the importance of promoting informed, positive engagement with music therapy. Research Implications: The study offers practical insights for public health communication, age-friendly service design, and policy interventions to enhance preventive care and promote well-being among aging populations. Originality/Value: This study contributes to the limited body of research on music therapy acceptance in non-Western settings. Its integration of multiple theoretical models provides a novel approach to understanding older adults’ engagement with sustainable health services aligned with SDG 3.