Navigating UPI Acceptance: A dual analysis of drivers and barriers among agri-retailers

Abstract

The study investigates the key factors facilitating and hindering the adoption of Unified Payment Interface (UPI) among agricultural retailers. Using data from 150 respondents, we identify that major facilitating factors include demonetization, COVID-19, and customer demand, while significant hindrances are security concerns, digital illiteracy, and network issues. The findings provide a basis for formulating strategies to enhance the adoption of digital payment systems in the agri-retail sector.