<![CDATA[This study aims to determine the influence of the four dimensions of Technology Readiness on the purchase intention for sustainable smartwatches and to examine the roles of Perceived Value and Attitude among consumers residing in Batam City. A quantitative approach was employed, involving 340 respondents selected through stratified disproportional random sampling. Data were collected via a questionnaire using a five-point Likert scale and subsequently analyzed using the PLS-SEM method with SmartPLS software. The results indicate that a positive view of technology (Optimism) drives consumers to appreciate the value of sustainable smartwatches and boosts purchase intention. Meanwhile, the tendency to adopt and use new technology (Innovativeness) enhances perceived value but is insufficient to directly drive purchase intention. Conversely, discomfort in using technology acts as a barrier that diminishes both perceived value and purchase intention, whereas concerns regarding technology (Insecurity) do not significantly affect either Perceived Value or Purchase Intention. Furthermore, higher consumer perceptions of the value of sustainable smartwatches foster a more positive attitude, which in turn drives increased purchase intention. These findings suggest that increasing the adoption of sustainable smartwatches can be achieved by strengthening perceptions of product value and benefits, fostering positive technology experiences, and minimizing usage barriers.]]>
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