The Green Alpha: The Investment Perspective of Gen Z and their Commitment to Sustainable Innovation

Abstract : The growing influence of Generation Z in financial markets is reshaping investment strategies toward sustainability and impact-driven portfolios. This study investigates Gen Z investors’ preferences toward ESG funds, green bonds, and sustainable investment opportunities. The research adopts a quantitative methodology with responses collected from 120 Gen Z participants using structured questionnaires. The study examines the impact of financial literacy, ESG awareness, and social media influence on green investment intentions. Statistical tools such as descriptive analysis, correlation analysis, and hypothesis testing were applied. A structured questionnaire will be administered to approximately 350–450 respondents aged between 18 and 28 years. Data will be analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings are expected to demonstrate that financial literacy, ESG awareness, and social media significantly influence green investment intentions, thereby contributing to sustainable finance literature and offering practical implications for policymakers, educators, financial institutions, and investment platforms.