Year: 2025
Type: article
Study design: Observational Study
Abstract: This study investigates Generation Z consumers' adoption and usage of Buy Now, Pay Later (BNPL) services in e-purchases, focusing on participants from Kerala due to their significant literacy and e-literacy levels. The research employed a multistage purposive sampling method, resulting in 122 respondents from an initial pool of 600 Gen-Z consumers with e-purchase habits. Analysis methods included Chi-square tests, ANOVA, and trend analysis, utilizing standardized residual tables and funnel charts for data presentation. Findings indicate that, despite their high literacy, BNPL adoption rates among Gen-Z in Kerala are relatively low, primarily used for consumer durables and electronics. Factors influencing adoption include income and education, suggesting that improved awareness and user-friendly platforms could enhance BNPL adoption rate
Authors: T Vineethan, S Aslaha, MV Praveen
Institution: Government of Kerala
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4409173545