A recent retailing movement is cashless stores, which align with the consumer trend away from cash purchases in favor of purchases with debit cards, credit cards, or electronic payments like Apple Pay and Google Pay. Stores and restaurants feel going cashless makes transactions faster, reduces their risk of theft, and cuts costs associated with money management. However, critics of cashless retailers say they discriminate against consumers who avoid bank accounts and credit cards, which often includes consumers with poor credit or undocumented immigrants. Consider whether a specific pizza restaurant near your university should go cashless.

What factors are likely to influence whether consumers in your market choose to do business with the pizza restaurant that does not accept cash?