This study examines farmers’ perceptions of drone technology in agriculture, highlighting its growing importance in modern farming. Despite the potential benefits of drones, there remains a research gap in understanding how factors like expectations, product quality, and perceived value influence adoption. This research seeks to fill that gap through a survey of 410 farmers in Thailand who have prior drone usage experience. The methodology employed a quantitative approach using structured questionnaires, with data analyzed through Structural Equation Modeling (SEM). The results indicate that expectations, mediated by perceived product quality and value, significantly influence farmers’ attitudes toward drone technology. Product quality—particularly in terms of precision, durability, and ease of use—emerged as a key factor in shaping trust and adoption. Economic, social, and personal perceptions were also found to drive perceived value. The study concludes that aligning drone features with farmer expectations can increase perceived value, facilitating wider adoption. Policymakers and service providers are encouraged to focus on enhancing product functionality and offering targeted educational programs to build confidence among farmers. This research contributes to a deeper understanding of the socioeconomic factors influencing agricultural innovation and offers practical recommendations for promoting sustainable technological adoption in the sector.

The Bio-Circular-Green (BCG) model presents a transformative framework for advancing sustainability in food festival tourism, particularly in Thailand. Food festivals serve as dynamic platforms for celebrating local culinary heritage while fostering environmental responsibility and economic resilience. This study examined the integration of the BCG model with critical success factors and community identity to assess its impact on sustainable food festival management. Employing a quantitative research approach and structural equation modeling, data were collected from 503 festival attendees to analyze key relationships among event management, community identity, and sustainability practices. The findings underscore the effectiveness of the BCG model in enhancing resource efficiency, minimizing waste, and promoting local sourcing, thus strengthening the sustainability and attractiveness of food festivals. Notably, while the role of community identity was found to be less significant than anticipated, this suggests evolving tourist preferences favoring sustainability and quality over traditional cultural attributes. These insights offer valuable implications for policymakers, event organizers, and stakeholders in designing eco-conscious, culturally enriching festivals that align with the global sustainability goals. This study contributes to the theoretical discourse on sustainable tourism and provides practical strategies to foster environmentally responsible and economically viable food festivals.

This study investigates consumer behavior in electric vehicle (EV) adoption, focusing on how factors like convenience, accessibility, technological perception, and cost influence the travel patterns and usage behavior of EV drivers in Thailand. This study aims to address the research gap in the comparative behavior between electric vehicles and public transport in a developing country. Using a quantitative approach, the study collected data via surveys distributed online and face-to-face interviews with a stratified sample of 398 respondents. The survey assessed the relationships between convenience and accessibility, technology perception, cost of ownership, and travel patterns using structural equation modeling (SEM). The findings reveal that convenience and accessibility significantly affect consumer perceptions of technology and the cost of ownership, which, in turn, influences travel patterns. Technology perception and performance serve as partial mediators, suggesting that improving the infrastructure enhances EV adoption. Additionally, the cost of ownership, including long-term savings, positively impacts usage behavior. This study provides key insights for policymakers and urban planners aiming to promote the adoption of EVs. Enhancing charging infrastructure, offering government incentives, and improving public awareness of long-term cost benefits are recommended strategies. These findings are particularly relevant in urban environments and offer guidance for developing infrastructure policies that align with consumer preferences.

The purpose of this study is to find out the opportunities and challenges of the glyphosate market in Thailand, which is affected by product registration laws, demand, supply, and product positioning and price segmentation. The methodology of this study consists of primary data from 2013 market surveys both at dealer and farmer levels and secondary data collected from 2009-2013 using descriptive methods. The results show that herbicides, fungicides and insecticides werethetop three kinds of imported pesticides used for crop production in Thailand from 2009-2013. Herbicide imports increased fromUS$291.83 million (MUSD) and 53,615.20 tons in 2009, to 352.93 MUSD and 60,231.52 tons in 2012. Glyphosate was the leading pesticide import in 2012, in cost and amount, at 88.13 MUSD and 19,721 tons. Many glyphosate brands compete in a price-segmented market. Monsanto’s Roundup brand is the most expensive, at 18.12-18.75USD per four liters (/4 L). Brands such as Ecomax are priced in the medium range, at13.75-16.25 USD/4 L. This segment has other brands too, such as Market and Popular, and they are sold in different regions. Other brands are in the lowest price range, at 1.25-13.45 USD/4 L. Thailand has not yet approved genetically modified (GM) crops that can tolerate glyphosate, so the market for glyphosate is very limited at the moment. If the Thai government approves GM crops, the glyphosate market will have more opportunity for growth.

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Purpose: The purpose of this research is to study the factors that influence the acceptance of technology among farmers and their ability to adapt to changing times in agriculture, focusing on Thai farmers. Theoretical framework: The theory was intended to explain an individual’s decision in behavioral technology acceptance, which is determined by three factors: attitudes, subjective norms, and perceived behavioral control. Attitudes refer to an individual’s behavioral assessment which is a consequence of experience and environment that can lead people to perform individual behavior, both positive and negative, those individuals can motivate by their attitudes and perform different behaviors depending on their environment. Design/methodology/approach: The study constructs a model to explain the causal factors in relation to usefulness, control, attitude, and intention. Data was collected from a sample group of 420 registered farmers with the Ministry of Agriculture and Cooperatives who grow economic crops (rice, cassava, corn, sugarcane) using questionnaires. Findings: It was found that attitude has the greatest influence on the intention to use technology. This implies that good attitude towards new technology, especially technology that is not yet widely distributed, has a significant impact on the intention to use technology. The attitude mediate has relationship between usefulness and intention. Research, Practical & Social implications: We recommend that the future research should have widen areas for results calibration. Originality/value: The results indicate that these finding can guide both the government and private sector in supporting agricultural technology to enable sustainable long-term growth for farmers and as a guideline for farmers to adapt their operations to the changing times.