Awareness And Attitude of Rural Consumers Towards Digital Payment: A Case Study of Kasaragod District

Author(s)	Ms. Suprabha K
Country	India
Abstract	This study examines the factors affecting the awareness and attitude of rural consumers toward digital payments in Kasaragod district and identifies the problems they face while using such systems. Based on primary data collected from rural respondents, the study finds that education, income, age, digital literacy, and internet accessibility significantly influence awareness and attitude toward digital payment methods. Although many consumers show a positive attitude due to convenience and time-saving benefits, several challenges persist. Key problems include lack of digital literacy, poor network connectivity, security concerns, fear of fraud, and technical difficulties. The study highlights the need for improved digital awareness programs and better infrastructure to enhance digital payment adoption in rural areas.
Keywords	Digital payment, Rural consumers, Awareness, Consumer attitude, Security issues, Technical problems, Digital literacy, Financial inclusion
Published In	Volume 8, Issue 2, March-April 2026
Published On	2026-03-03

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