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Influence of Social Media on Gen Z For Green Investment Decisions

Sathana Mahesh1, Aarthy Chellasamy2, B.S Arjun 3

1MBA Student, Christ University, Bengaluru, India

2Illinois, USA

3Associate Professor, Christ University, Bengaluru, India

Abstract

Purpose- The present research discusses the impact of social media on Gen Z green investment choice. The research seeks to determine the impact of awareness, knowledge, and trust as distinct constructs, being moderated by social media. The research seeks to understand whether social media closes the gap on financial literacy awareness, increases investment confidence, and determines sustainable green investment behaviour among Gen Z.

Design/methodology/approach- Cross-sectional quantitative study design was utilized. Data were collected through self-administered questionnaires sent through email to Gen Z investors who were born in the year between 1995 and 2010 in India. 576 cases were established through SEM for hypothesis testing of social media influence, investment in fund trusts, portfolio selection, and green investment decisions.

Findings- The study finds that social media influences Gen Z's green investment trust, which also influences their investment decision. Its influence on financial knowledge and portfolio decisions was not statistical. The evidence is that even though Gen Z investors are exposed to sustainable finance through social media, trust is based more on the green investment habit of Gen Z than awareness or knowledge.

Practical implications- The findings have implications for marketers, financial institutions, and policymakers on the optimal means of tapping social media for promoting green investment. Trust through open and honest communication can engage Gen Z investors to sustainable finance. Furthermore, increased financial education through focused education campaigns can reduce the awareness-action gap in green investing decisions.

Originality/value- This research contributes to the body of knowledge by hypothesizing trust to be the motivating force of Gen Z's green investment choices, with the focus on social media influence. Awareness and financial literacy have been the concerns of the literature previously, but this research uncovers the position of trust in decision-making. This research presents a new lens through which to examine the online behaviour forming sustainable investment choices in the social media age.

Keywords- green investment, financial literacy, portfolio preference, fund investment, sustainable investment.