• A.swetha naga ravali
• P.Lakshmi Sindhu
• Ponnada Harsha Vardhini
• Kona Amrutha Tejaswini

This study looks at how financial literacy affects the investment behavior of Generation Z. This group includes people born between 1997 and 2012 who grow up in a rapidly changing digital and financial world. The research examines how financial knowledge, exposure to digital tools, and personal biases affect their investment choices and financial management. Even though many Gen Z individuals are tech-savvy and open to new investment options like cryptocurrencies and digital assets, they often lack financial literacy. This gap can lead to hasty or poorly informed financial decisions. The study uses descriptive and analytical methods to show that integrating financial education with digital tools can significantly improve informed investment practices among Gen Z. The findings stress the need for focused, tech-driven financial literacy programs to cultivate responsible, confident, and sustainable investors in today’s digital era

Financial Literacy, Generation Z, Investment Behavior, FinTech, Behavioral Finance

"FINANCIAL LITERACY AND INVESTMENT OF GEN-Z ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 10, page no.c390-c394, October-2025, Available :http://www.jetir.org/papers/JETIR2510254.pdf

"FINANCIAL LITERACY AND INVESTMENT OF GEN-Z ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 10, page no. ppc390-c394, October-2025, Available at : http://www.jetir.org/papers/JETIR2510254.pdf