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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
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Vineethan et al. (2025) studied this question.
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