Bridging the digital divide at the bottom of the pyramid: UTAUT insights into payment technology adoption by street vendors

Purpose The purpose of this exploratory study is to provide an understanding of the factors influencing technology adoption by street vendors in India. Design/methodology/approach The study adopted a qualitative approach to understand the rationale for adopting payment technology by street vendors in India. Semi-structured in-depth interviews with street vendors working at the bottom of the pyramid helped gain explorative insights about the rationale for adoption. Findings Thematic analysis suggested a framework comprising four factors that are responsible for payment technology adoption. These factors relate to performance and effort expectancy, social influence, facilitating conditions and socially embedded trust in digital payments. Social implications The adoption of digital payments by street vendors in India represents a significant step toward financial inclusion and the formalisation of the informal economy. The understanding of Socially Embedded Trust influence on technology adoption among economically vulnerable populations would enable stakeholders to design more inclusive digital financial solutions that may accommodate the unique trust dynamics of the informal economic settings. This would ultimately contribute to the economic empowerment of street vendors and the broader informal sector. Originality/value The study contributes to the growing literature on digital financial inclusion in emerging economies. Theoretically, the study extends UTAUT by demonstrating how trust operates as a socially embedded process in contexts lacking institutional safeguards, establishing boundary conditions where economic vulnerability fundamentally transforms adoption dynamics. Further, in the context of global efforts to achieve the Sustainable Development Goals, particularly Goal 8 and 9, this research contributes to the authors’ understanding of how digital technologies can promote inclusive economic growth and innovation.