Exploring Public Perception and Adoption of Cryptocurrency: Implications for Sustainable Financial Innovation

Since unprecedented pandemic, the emergence of sustainable economy across the globe is the call of the hour. The new paradigms in the financial sphere have been witnessing a sea-change through digitalized payment mechanism in term of currency. The need for financial transformation revolutionising financial sector is intricately embedded within the layers of crypto currency - the silver line of financial digital platform. The paper attempts to understand the perception of common people about the crypto currency practices and how well crypto currency practices acts as a mediator of new financial trend of the economy. Present day organisations confront twin dimension of changes and challenges. Literature of the study revolves around in the areas of opportunities, thematic review, new investment avenues, role of central bank, innovation and regulation and double spending aspects, public intervention, economic impact – all pertaining to crypto currency. The overall objective of the study is to understand the level of perception among the general public about crypto currency as an effective sustainable tool of digitalized transaction mechanism for coming years. The study focuses to identify the perception level of crypto currency concept and traits, crypto currency operation, crypto currency adoption level and trend in the present economy. The research design is exploratory in nature and involves usage of primary and secondary data. The primary data collection is done through non probabilistic convenience sampling techniques. Data has been collected and complied with the application of Likert scaling technique based on five-point scale. The study derives the multidimensional analysis of data comprising awareness and preferences of general public about crypto currency concept, traits of crypto currency practices, benefits in day-to-day financial operation and adoption of crypto currency financial trend. The relevance of crypto currency as “new financial trend of the future” is quite pertinent in the present business environment. Sharpening the proponents of crypto currency practices can usher a new shaping stone in the financial hemisphere with digital connotations leading to sustainability of people, planet and profit.