[18] ADOPTION OF GREEN INVESTMENTS AMONG GEN Z: A TPB-BASED STRUCTURAL EQUATION MODELING APPROACH

ARTICLE INFO: Date of Submission: May 21, 2025, Revised: June 16, 2025, Accepted: June 25, 2025, https://doi.org/10.56815/ijmrr.v4i2.2025.231-246

Abstract

Green Investments are on the rise around the world due to the major concern worldwide regarding the degradation of the environment, climate change, and global warming. Generation Z’s are those people who are born between the year 1997 and 2012. This generation has a distinct eye for technology innovations, advancement in all walks of life as well are environmental conscious. This research is conducted with the purpose to understand what makes the Gen Z’s adopt green investment. Their interest in making environmentally positive financial decision is crucial given this generation has increased purchasing power, social consciousness as well as they are digitally literate. The study used the Theory of Planned Behavioural framework to investigate the behavioural intentions of the Gen Zs towards adoption of Green Investment. The statistical technique used in this study is Structural Equation Modelling. The results of this analysis indicated that there is a significantly positive influence of attitude, perceived behavioural control, and subjective on the intention towards ESG investments. Also, it was further seen that although perceived behavioural control showed significant influence on the intentions towards ESG investment, it was seen as a considerably lower influence that those attitude and subjective norms. These findings suggest that there is need for improvement in this factor.