<p>This study examines the adoption and non-adoption of smart fertilizer technology among farmers in developing countries, addressing the critical challenges of food security, resource efficiency, and sustainability. Guided by the Unified Theory of Acceptance and Use of Technology (UTAUT) and Expectancy-Value Theory (EVT), the research highlights the role of cost-effectiveness, return on investment, and cultural factors in adoption decisions. Using a cross-sectional quantitative survey, data were collected from 353 farmers in Pakistan’s key granary regions through convenience sampling. Partial least squares structural equation modeling (PLS-SEM) analyzed the relationships among key variables, validating the measurement and structural models. The findings reveal that economic constraints, inadequate technical support, and entrenched traditional practices hinder adoption, while education, training, and collaborative efforts among governments, NGOs, and private sectors enhance accessibility and acceptance. The study’s novelty lies in integrating socio-economic, cultural, and psychological dimensions to provide a holistic understanding of adoption behaviors. By leveraging UTAUT and EVT, the research contributes to theory and practice, emphasizing the importance of tailored education programs, cost-reduction policies, and sustained technical support to promote smart fertilizer adoption. Policymakers and stakeholders are encouraged to design context-specific interventions to address barriers and foster sustainable agricultural innovations.</p>