TY  - BOOK
AU  - Amit Kumar Nag
AU  - Janil Shah
TI  - An empirical Study on the Impact of Gen Z investors Financial Literacy to invest in the Indian Stock Market
PY  - 2022///
CY  - New Delhi
PB  - Indian Journal of Marketing
KW  - Financial Literacy
KW  - Subjective Norms
KW  - Social factors
KW  - Percieved Behavorial Control
KW  - Attitude toward investment
N2  - The aim behind conducting this research was to identify the influence of financial literacy on the stock market investment decisions of individuals belonging to Gen Z in India. Attitude toward investment and perceived behavioral control were considered as the mediating factors related to the same, while social factors and subjective norms were considered as independent factors.The research applied a non probability convenient sampling technique for collecting data through questionnaire. This research used confirmatory composite analysis to observe linear compound interrelationships. The current study will undoubtedly aid in the development of an understanding of the most critical aspects impacting the stock market investing intentions of Gen Z
ER  -