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<p>Buy Now, Pay Later (BNPL) services are reshaping consumer finance by embedding short-term instalment credit into e-commerce platforms. Guided by Dual-Factor Theory (DFT) and Perceived Risk Theory (PRT), this study examines how value-based enablers, affordability, flexibility, and promotional value, and risk-based inhibitors, financial, psychological, and privacy risks, shape young consumers’ attitudes, resistance, and intention to use BNPL. Survey data from 500 Indian respondents aged 18–45 years were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings indicate that enablers strengthen favourable attitudes, inhibitors intensify resistance, and both pathways significantly influence adoption intention. By integrating DFT and PRT, the study advances BNPL research by jointly modelling positive and negative decision pathways and demonstrating how adoption and resistance coexist. Practical implications emphasise transparent risk disclosures, balanced promotional strategies, and responsible credit design. Future research may integrate transactional data, incorporate merchant perspectives, and examine BNPL dynamics across additional sectors.</p>

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"Beyond the checkout: what shapes the BNPL narrative for young consumers in India?"

  • 期刊论文

  • 发表日期：

    2026年3月4日

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  • Gopinath G,
  • Kirubakaran Jayaprakasam

摘要

Buy Now, Pay Later (BNPL) services are reshaping consumer finance by embedding short-term instalment credit into e-commerce platforms. Guided by Dual-Factor Theory (DFT) and Perceived Risk Theory (PRT), this study examines how value-based enablers, affordability, flexibility, and promotional value, and risk-based inhibitors, financial, psychological, and privacy risks, shape young consumers’ attitudes, resistance, and intention to use BNPL. Survey data from 500 Indian respondents aged 18–45 years were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings indicate that enablers strengthen favourable attitudes, inhibitors intensify resistance, and both pathways significantly influence adoption intention. By integrating DFT and PRT, the study advances BNPL research by jointly modelling positive and negative decision pathways and demonstrating how adoption and resistance coexist. Practical implications emphasise transparent risk disclosures, balanced promotional strategies, and responsible credit design. Future research may integrate transactional data, incorporate merchant perspectives, and examine BNPL dynamics across additional sectors.