Consumer awareness, behavior and attitude towards Unified Payment Interface (UPI)

The Unified Payments Interface (UPI), launched by the National Payments Corporation of India (NPCI) in 2016, has transformed digital payment ecosystems in India. This study examines consumer awareness, behavior, and attitudes toward UPI, leveraging primary data from 100 respondents in Varanasi. Descriptive statistics, t-tests, ANOVA, and regression analysis reveal that while awareness levels are moderate (M = 3.52, SD = 1.09), gender significantly influences usage behavior (t = 2.66, p < .05). Attitudes are favorable, yet only 18% of behavioral variance is explained by attitudinal factors (R² = 0.18). The findings underscore the need for targeted financial literacy programs and enhanced security measures to bolster adoption.