###### Abstract  
Smart farm technology contributes to sustainable environmental protection, and so it is important to investigate consumer behavior in this regard. Therefore, this paper constructs a theoretical model focusing on the consumers of indoor smart farm restaurants. The theoretical framework integrates the theory of planned behavior and the perceived risk theory. The constructed framework is deepened by testing the moderating role of novelty seeking in the effects of perceived risks on attitudes. The results revealed that (1) psychological and quality risks negatively affect attitude, (2) subjective norm positively affects attitude, (3) attitudes, subjective norm, and perceived behavioral control positively affect behavioral intentions, and (4) the moderating impact of novelty seeking was discovered in the relationship between psychological risk and attitude. This is the first investigation of the perceived risks of indoor smart farm restaurants, and this study empirically proved the moderating role of novelty seeking in the risk-taking behavior context. This study consequently contributes to advancing state-of-the-art methods and presents practical marketing recommendations. indoor smart farm restaurant; the perceived risk theory; the theory of planned behavior; consumer novelty seeking +
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patterns towards new technology and understand their structures, but a social-scientific study about consumer behavior in the context of ISFR is insufficient. The theory of planned behavior (TPB), suggested by [PERSON] [18], is undoubtedly a robust theoretical framework in regard to predicting consumer behavior, but the original TPB was limited to three predictors, which included attitude, subjective norm, and perceived behavioral control, and they might not be able to fully predict consumer behavior. Thus, [PERSON] et al. [16] proposed a framework that merges the TPB and the norm activation model in the context of ISFR. Their research successfully investigated consumers' pro-environmental behavior, but it overlooked their negative perceptions, which are the hindrances of consumer behavior. Consumers tend to be hesitant to try emerging technology-based products/services because they have no experience with them [19; 20; 21]. This perception of unexpected negative outcomes is referred to as perceived risk [22; 23; 24]. The perceived risk theory, which will hereinafter be referred to as PRT, has consistently been applied to predict consumers' behavioral intentions because it is an essential barrier in regard to consumption [25; 26; 27]. There has recently been a growing number of studies in regard to understanding consumer behavior based on the PRT in the field of new technology [28; 29; 30]. For instance, [PERSON] and [PERSON] [28] examined the perceived risks of drone delivery service and their outcomes. [PERSON] and [PERSON] [29] investigated the perceived risks of service robots at restaurants, and they identified their negative impact on consumer behavior. It implies that individuals tend to have unfavorable attitudes when they are worried about the negative consequences of specific products or services [21; 31; 32; 33]. The innovation resistance theory states that consumer resistance towards new technology plays a crucial role in regard to shaping the success or failure of technological innovations [34]. Existing studies on adoption behavior towards new technology imply a prominent role of perceived risks from the perspective of innovation resistance [28; 29; 30], but there are still no empirical studies about the perceived risks of ISFR. As a result, this study proposes a framework that combines the TPB and the PRT. Consumers who are seeking novelty tend to favor emerging technology-based products [35; 36]. The concept of novelty seeking is the stimulus that consumers with a high level of innovativeness have a desire to try unusual/novel products [37]. [PERSON] et al. [38] found that consumers with high novelty seeking are more likely to positively evaluate smart tourism technologies.