Purpose: This empirical study examines the drivers of consumer intention to adopt wearable technology for healthcare in a South American country. Specifically, it proposes and tests a model of nonuser consumer intention to adopt fitness trackers for healthcare purpose in Chile. Design/methodology/approach: This study draws on the technology acceptance framework UTAUT2 to develop and test a conceptual model of wearable technology adoption. Data were collected through an online survey applied to 470 nonusers of wearable technology in Santiago, Chile. Findings: Findings indicate that hedonic motivation, social influence and perceived usefulness have the strongest influence on intention to adopt fitness trackers in Chile for healthcare. In addition, health motivation is an indirect predictor of consumer's intention to adopt wearable technology through its effect on perceived usefulness. Practical implications: The study contributes to a better understanding of consumer intention to adopt wearable technology for healthcare objectives in a less developed country in South America. Findings are useful for wearable technology managers, retail business and public policymakers. Originality/value: Despite the vast growth and importance of wearable technology for healthcare purposes, academic research considering less developed countries is scarce, especially the South American region. The proposed model and findings can extend this research gap. Theoretical and managerial implications are discussed as well as implications for public policy.