Investment Behaviour in the Digital Age: A Comparative Analysis of Generation Z and Millennial Investors Across Financial Literacy and Technology Usage

The aim of this study is to investigate and contrast the investment habits of Millennials and Generation Z. The study looks into risk tolerance, financial knowledge, investment decisions, and how technology affects investing behavior. This research offers important insights into these generations’ investment behavior through surveys and an analysis of current literature. The findings reveal similarities and differences between Generation Z and Millennials in their investment preferences and strategies. The study highlights the implications for financial institutions and offers recommendations to better serve the investment needs of these generations. The study employs an extensive literature review to establish a theoretical foundation for understanding investment behavior in Generation Z and Millennials. It examines existing research on the unique characteristics of Generation Z, such as their digital nativeness, entrepreneurial mindset, and socially conscious values. Similarly, it investigates the investment patterns and attitudes of Millennials, considering their experiences, values, and financial constraints.