Barriers to buy now, pay later services: a dual-stage PLS-SEM and NCA analysis of consumers’ intentions and usage behavior at the base of the pyramid

Purpose This study aims to investigate the must-have and should-have barriers that affect consumers’ behavioral intention (BI) and usage behavior (USB) to Buy Now Pay Later services (BNPLs) among the base of pyramid (BoP) consumers in a subsistence market. It also examines the moderating role of innovation resistance (IR) in the relationship between BI and BNPL’s USB. Design/methodology/approach This study uses partial least squares structural equation modeling and necessary condition analysis on a sample of 444 BNPL consumers at the BoP. Findings The results revealed that tradition and image barriers are significant determinants of and necessary conditions for BI toward BNPLs, whereas usage, value and risk barriers are significant determinants of but not necessary conditions for BI toward BNPLs. In addition, perceived BI is a significant determinant of and necessary condition for usage behavior. IR has a negative moderating effect on the relationship between BI and usage behavior. Originality/value This study addresses critical gaps in consumers’ adoption of and IR toward BNPLs and provides actionable insights for BNPLs providers and advancing resistance research at the BoP in an emerging market.