Restricted access | Chapter | First published July 10, 2026 | Part of Sustainable Value Creation: Integrating Marketing and Finance for SDG Achievement

9. THE USE OF DIGITAL PAYMENTS MEDIA AND ITS IMPACT ON CONSUMER BEHAVIOR

Anjali Gupta*, Shubham Srivastava*, Rahul Singh | Sharda School of Business Studies Sharda University Greater Noida

Sustainable Value Creation: Integrating Marketing and Finance for SDG Achievement  |  https://doi.org/https://doi.org/10.67103/IRG.SVC.2026.9788168516441.9

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Abstract

The rate at which the digital payment systems have evolved has been very high which has
altered the way that consumers interact daily purchases in the groceries industry. In the era
of cash, it has now become a haven of Mobile wallets, UPI payments, QR code scans and
card-less payments. This is not a technological one but a more basic change in consumer
psychology, convenience issues and trust in electronic ecosystems. The introduction and
greater usage of digital payment media have been an outcome of a mix of elements: state
policies that promote the adoption of cashless economies, emergence of innovation in the
fintech sector and the proliferation of mobile mobile phones and the net. Digital payment
has also offered new dimensions of consumer behaviour particularly in regard to groceries
industry where the transactions are routine, small in magnitude as well as highly routine.
Speed has become more of an issue among the customers, security and convenience of
transacting as compared to normal bargaining or use of cash. This has also been facilitated
by the ease of payment impulse buying, the loyalty of persons to the store who have a
digital payment mechanism and a greater urge to buy in organized retailers.
Simultaneously, Online payments have made it less painful to make a transaction, it is easy
to be more transparent about household expenditure, and a feeling is created of power
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amongst consumers who are more in charge of their spending. This research paper go deep
inside the opportunities and challenges of the usefulness of online payment system on the
buying behavioural culture in the grocery purchasing market. On the one hand, digital
payments establish efficiency, trust and shop experiences modernized but contrarily, they
are concerned with data privacy, excess dependence on technology, etc. and consumers not
in the digital world.
The research will aim at providing a detailed explanation of the ways in which digital
payments are not only a financial tool but a cultural factor to rediminish the grocery
business in India and the globe in general since the research will examine consumer trends,
tastes and changing behaviour.

Chapter information

Chapter title THE USE OF DIGITAL PAYMENTS MEDIA AND ITS IMPACT ON CONSUMER BEHAVIOR
Author(s) Anjali Gupta*, Shubham Srivastava*, Rahul Singh | Sharda School of Business Studies Sharda University Greater Noida
Book title Sustainable Value Creation: Integrating Marketing and Finance for SDG Achievement
Book Doi https://doi.org/10.67103/IRG.SVC.2026.9788168516441
DOI https://doi.org/https://doi.org/10.67103/IRG.SVC.2026.9788168516441.9
Publication date July 10, 2026
Access Restricted access
Copyright © 2026 IRG Press. All Rights Reserved

How to cite

Anjali Gupta*, Shubham Srivastava*, Rahul Singh | Sharda School of Business Studies Sharda University Greater Noida. 2026. THE USE OF DIGITAL PAYMENTS MEDIA AND ITS IMPACT ON CONSUMER BEHAVIOR. In: Sustainable Value Creation: Integrating Marketing and Finance for SDG Achievement. Book Doi https://doi.org/10.67103/IRG.SVC.2026.9788168516441. https://doi.org/https://doi.org/10.67103/IRG.SVC.2026.9788168516441.9

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