The role of technology readiness motivators, positive and negative impact toward smart farming technology adoption: Insight from Thai farmers

• Personality traits and psychological motivations processes are key in evaluating the value of technology and its effect on the adoption of smart farming technology. • Perceived ease of use and perceived usefulness serve as mediating variables influenced by optimism and innovativeness, which transfer effects to intention to use. • Key drivers that cause farmers to accept smart farming technology are perceived ease of use, perceived usefulness, and social influence. • Perceived cost and perceived risk are obstacles to smart farming technology adoption by farmers in developing countries. Smart farming technology (SFT) supports agriculture 4.0, driving the achievement of sustainable development goals to ensure food security while combating climate change. This study examines the role of motivators and its direct and indirect impacts on SFT acceptance in Thailand. Data were collected from 400 Thai farmers using a questionnaire and analyzes by Structural Equation Model. The study found that farmers with positive attitudes and an innovative mindset are more likely to accept SFT, with an indirect influence through perceived ease of use and perceived usefulness, which act as mediating variables. In terms of direct influence, perceived usefulness has the highest positive direct influence, while perceived cost has the highest negative direct influence on the adoption of SFT by Thai farmers. The results will be beneficial for government agencies and relevant organizations involved in the development of sustainable smart agriculture, particularly for developing countries with agricultural contexts similar to Thailand.