Perceived Value and Consumer Intention to Use Smart Farm Restaurant Systems in Al Ahsa, Saudi Arabia: A Value–Attitude–Behavior Model

The adoption of smart farm tourism in agritourism is primarily determined by consumer acceptance, yet limited research has assessed the psychological determinants of the intention to apply smart farm systems. The current study aimed to explore the impact of perceived value on consumer’s attitudes and intentions to use indoor smart farm restaurant systems in Al-Ahsa, Saudi Arabia, using a value–attitude–behavior framework. A cross-sectional survey was conducted among 110 participants, and partial least squares structural equation modeling (PLS-SEM) was employed to assess the hypothesized relationships. The final measurement model showed acceptable levels of convergent and discriminant validity. The results of the structural model demonstrated that the perceived value significantly predicted both attitudes (β = 0.687, p < 0.001) and intentions to use (β = 0.308, p = 0.002). Attitudes also had a direct positive effect on the intention to use (β = 0.557, p = 0.001) and significantly mediated the relationship between perceived value and intention (indirect effect β = 0.383, p = 0.003), accounting for 55.4% of the total effect. These results highlight the positive effect of perceived value in shaping favorable consumer attitudes and behavioral intentions towards the adoption of smart farm restaurant systems. As a consequence, targeting consumer perceived values would influence the behavioral attributes of consumers and support sustainable agritourism innovations in Saudi Arabia and beyond.