The Behavioral Intention to Adopt Circular Economy-Based Digital Technology for Agricultural Waste Valorization.

Thailand generates considerable amounts of agricultural food waste. This research focuses on the manufacturing and retail agricultural food system in the northeastern region of Thailand. Our study aimed to investigate the user segments and factors that influence users' behavioral intentions to utilize mobile technology for agricultural waste valorization. This study is based on the Unified Theory of the Adoption and Utilization of Technology (UTAUT2). In order to classify these segments, we performed a cluster analysis using demographic variables: gender, age, and income. In addition, the researchers employed a method known as multigroup structural equation modeling to determine and contrast the users' behavioral intentions. The results showed two types of users: (1) older users with various income ranges, and (2) younger users with a low-income range. Explicitly, age and income were the significant variables for the demographic segmentation, but gender was not. The results also revealed that social influence, price value, and trust highly affected the behavioral intentions of older and various-income users, but did not influence younger and low-income users. However, privacy strongly affected the behavioral intentions in the younger segment, but not those in the older one. Lastly, habit or regularity influenced the behavioral intentions of users in both segments. This study highlights implications for how developers and practitioners might adapt their platform strategies using a circular agricultural platform and user behaviors.

Consumer Intention to Utilize an E-Commerce Platform for Imperfect Vegetables Based on Health-Consciousness.

Thailand has a problem with fruit and vegetable waste because consumers have a negative attitude towards fruit and vegetables with imperfect shapes; however, those imperfections have no impact on nutritional quality. Young adults are most aware of the problem of food waste. Here, we study factors influencing consumer' intention to adopt an e-commerce platform that commercializes imperfect vegetables (ugly veggies). In all, 390 respondents from four provinces of Thailand were enrolled in the study. Cluster analysis, structural equation modeling, and multigroup moderation analysis approaches were used. The main conceptual framework was adapted from the unified theory of acceptance and the use of technology. Respondents were classified into low, moderate, and high health-conscious segments. We found that performance expectancy positively influences the behavioral intention of highly health-conscious consumers. For consumers in the moderate health-consciousness segment, effort expectancy and social influence positively affect behavioral intention. None of the hypothesized factors influence the low health-consciousness segment's behavioral intention. This paper expands the understanding of consumer' attitudes toward accepting an imperfect vegetable e-commerce platform. Additionally, the research can guide platform development and marketing efforts.