Investigating farmers’ adoption of mobile Agri-Tech: A TAM-Based study of KaseChar in Eastern Thailand

Abstract

Addressing agricultural waste through digital innovation is vital for mitigating environmental harm and supporting sustainable farming. This study examines the adoption of KaseChar, a mobile application designed to reduce open-field burning and promote agriwaste management among Participatory Guarantee System (PGS) farmers in Chachoengsao Province, Eastern Thailand. Using the Technology Acceptance Model (TAM), we evaluated perceived usefulness (PU), perceived ease of use (PEOU), and behavioral intention (BI) through a structured survey of 150 farmers. Results show high ratings for PU (mean = 4.11), PEOU (mean = 4.08), and BI (mean = 4.03), with key adoption drivers including productivity, efficiency, digital proficiency, and social influence. Exploratory Factor Analysis identified efficiency, usability, and public support as core factors. Waste management cost significantly influenced PU (β = 0.126, p = 0.009), while internet usage was positively correlated with PEOU (β = 0.252, p = 0.002). Despite high smartphone access, barriers such as digital literacy, labor intensity, and infrastructure gaps—particularly among older farmers—limit adoption. The study recommends targeted training, subsidies, and digital infrastructure improvements to scale adoption. It also contributes to TAM literature by integrating contextual variables like digital readiness and financial capacity. Future research should explore long-term behavioral impacts and conduct multi-regional comparisons to enhance scalability and generalizability of findings.