This study investigates the dynamic nature of investment behaviours across different generational cohorts, including Baby Boomers, Generation X, Millennials, and Generation Z, while providing theoretical projections for Generation Alpha (2013–2025). The research is grounded in behavioural finance theory, generational cohort theory, and the Technology Acceptance Model. It analyses primary survey data from 100 individuals evenly distributed across four generations. The findings highlight a generational shift from traditional, low-risk financial instruments toward digital, high-risk investments such as cryptocurrencies and thematic exchange-traded funds (ETFs). Moreover, digital fluency, risk tolerance, and socio-cultural influences distinctly shape investment preferences. Generation Alpha is anticipated to leverage AI-powered tools and sustainable investment platforms driven by environmental and technological awareness. The study offers strategic insights for financial institutions, educators, and policymakers to align financial tools and literacy initiatives with the evolving needs of future investors. This evolution reflects a broader movement toward personalization, real-time financial decision-making, and increased engagement with environmental, social, and governance (ESG) criteria. The paper also examines how generational exposure to digital ecosystems influences confidence and autonomy in financial planning. Ultimately, the research advocates for a proactive, generationally nuanced approach to financial innovation and policy design.
Indoriya et al. (Thu,) studied this question.