Sustainable Adoption of Iot-Based Smart Pet Devices in Thailand: UTAUT Model Analysis

Abstract

This study investigates the sustainable adoption of IoT smart pet devices technology in Thailand, employing the Unified Theory of Acceptance and Use of Technology (UTAUT) as a framework. The research examines three primary determinants are Performance Expectancy, Effort Expectancy, and Social Influence, which significantly affect consumers' decisions to adopt new technologies. Findings indicate that Performance Expectancy positively correlates with the intention to use smart pet devices, indicating that consumers believe these technologies enhance pet care efficiency. Conversely, Effort Expectancy shows a negative impact, suggesting that perceived complexity may hinder adoption. Social impact is crucial in encouraging adoption, especially when it comes to referrals from friends and eco-aware groups. This study emphasizes the effects of smart pet devices on sustainability and the environment in addition to behavioral insights. Through IoT-enabled monitoring, these technologies can help achieve the Sustainable Development Goals (SDGs 12 and 13) by decreasing food waste, improving resource efficiency, and lowering carbon emissions. These findings underscore the significance of incorporating eco-friendly and user-friendly features to support consumer acceptance and environmental sustainability, offering insightful information to designers, entrepreneurs, and policymakers.