УСТОЙЧИВОСТЬ НОВОГО ПОКОЛЕНИЯ: РАСКРЫТИЕ ФИНАНСОВЫХ НАМЕРЕНИЙ, ВЫЗОВОВ И ТРАНСФОРМАЦИОННОГО ПОТЕНЦИАЛА ИНВЕСТОРОВ ПОКОЛЕНИЯ Z

Устойчивые финансы стали важным инструментом решения глобальных и социальных проблем, поскольку они интегрируют экономические, социальные и управленческие факторы в процессы инвестирования и принятия решений. В г. Хайдарабаде, быстрорастущем городском центре с высокой долей молодежи, инвесторы поколения Z оказывают все более заметное влияние на развитие сферы устойчивых финансов. Данное исследование направлено на изучение осведомленности, мотивации и инвестиционного поведения представителей поколения Z в г. Хайдарабаде, с особым акцентом на их вовлеченность через социальные медиаплатформы. С использованием моделирования структурными уравнениями в SmartPLS первичные данные были собраны на основе структурированной анкеты у 152 респондентов, относящихся к поколению Z. Результаты исследования показывают, что отношение к устойчивым финансам является наиболее сильным предиктором инвестиционного поведения (β = 0.5583, p = 0.0092), далее следует технологическая осведомленность (β = 0.4125, p = 0.0486), тогда как финансовая грамотность сама по себе не является статистически значимым предиктором (β = 0.3087, p = 0.1253). Эти результаты ставят под сомнение традиционное предположение о том, что финансовая грамотность является главным фактором участия в устойчивом инвестировании, и показывают, что технологическая доступность и ценностное соответствие выступают более сильными поведенческими факторами. Исследование подчеркивает трансформационный потенциал поколения Z в превращении Хайдарабада в модельный город устойчивых финансов в Индии и предлагает практические выводы для политиков, финансовых институтов и образовательных организаций.

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