• Ananthapalli Sai Surya Prakash
• Priyam Sharma
• Kontheti Vedagiri
• Tamanna Gautam
• Dr. Ajit Kumar

In the dynamic landscape of modern finance, understanding the factors influencing investment behavior among the younger generation, particularly Gen Z, becomes paramount. This research delves into the intertwined roles of financial literacy in shaping the investment decisions of Gen Z individuals. Utilizing a mixed-method approach, data was gathered from a diverse sample of Gen Z participants. Results indicate that specific personality traits, such as risk tolerance, impulsivity, and conscientiousness, significantly influence investment choices. Furthermore, a robust level of financial literacy acts as a catalyst, Spurring the positive effects on informed investment behavior. Conversely, a lack of financial literacy often leads to suboptimal investment decisions.

Financial Literacy, Investment Behavior, Gen Z, financial education.

"Impact of financial literacy on investment behavior among Gen Z.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 4, page no.c844-c866, April-2024, Available :http://www.jetir.org/papers/JETIR2404291.pdf

"Impact of financial literacy on investment behavior among Gen Z.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 4, page no. ppc844-c866, April-2024, Available at : http://www.jetir.org/papers/JETIR2404291.pdf