International Journal on Science and Technology

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Investment Behavior of Gen Z in India: A Behavioral Finance Approach

Author(s) Dr. Preethi S L
Country India
Abstract This study uses behavioral finance as a lens to examine how Gen Z (born 1997–2012) investors behave. It investigates the ways in which psychological biases—mental accounting, herd mentality, overconfidence, and loss aversion—influence the choices made by 300 urban and semi-urban respondents.
Keywords Gen Z, finance behaviour, Investment
Field Business Administration
Published In Volume 16, Issue 3, July-September 2025
Published On 2025-07-08
DOI https://doi.org/10.71097/IJSAT.v16.i3.6835
Short DOI https://doi.org/g9sx6k
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