• Dr. LAKSHMIPATHAIAH M.G

This study examines consumer behaviour towards peer-to-peer (P2P) lending platforms, focusing on the factors influencing borrowers' and investors' decisions. As traditional financial institutions face increasing competition from innovative fintech solutions, understanding the motivations and concerns of users in this emerging sector becomes crucial. Through a mixed-methods approach, including surveys and in-depth interviews, the research identifies key drivers such as perceived trustworthiness, risk assessment, and social influence. Findings reveal that while P2P lending offers unique advantages, concerns regarding regulatory frameworks and platform reliability significantly impact consumer adoption. The study concludes with recommendations for P2P platforms to enhance user engagement and build trust, ultimately fostering a sustainable lending ecosystem.

Consumer behaviour, peer-to-peer lending, online trading, consumer perception, behavioural intention, investment behaviour, and borrower lender relationship perceived security

"CONSUMER BEHAVIOR TOWARDS PEER-TO-PEER LENDING PLATFORMS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 1, page no.c245-c250, January-2026, Available :http://www.jetir.org/papers/JETIR2601229.pdf

"CONSUMER BEHAVIOR TOWARDS PEER-TO-PEER LENDING PLATFORMS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 1, page no. ppc245-c250, January-2026, Available at : http://www.jetir.org/papers/JETIR2601229.pdf