Akademik Veri Yönetim Sistemi
International Journal of Sustainable Development and Planning, cilt.20, sa.9, ss.3611-3623, 2025 (Scopus)
This paper examines the impact of psychographic characteristics on green investment decisions among Gen Z. It concentrates on their behavioral attitudes, tendencies, and values towards sustainable investment options, with influential global threats imposed by climate change and degradation, various critical determinants that affect the decision to invest sustainably become crucial. A structured questionnaire has been designed, supported by a comprehensive and extensive review of the literature. The PLS “Partial Least Squares” and “Structural Equation Model” (SEM) has been applied to assess the behavioral tendencies of Gen Z. A structured questionnaire and PLS-SEM have been employed to collect and analyze the responses from a sample of 368 respondents. The research results and findings reveal a strong association between the psychographic characteristics of the Z generation and investment decisions in green and sustainable investment. This study shows the significance of financial awareness, transparency towards ESG, and policy initiatives in encouraging sustainable investment participation. The study's implications for bankers, stakeholders, and policy-making bodies are to create a positive atmosphere for green or sustainable investment in the economy.