The Role of Sustainable Financial Management in Enhancing Gen Z’s Investment Behavior: A Case Study in West Java
Abstract
Penelitian ini membahas peran manajemen keuangan berkelanjutan dalam mempengaruhi perilaku investasi Generasi Z di wilayah Jawa Barat. Dengan fokus pada kelompok yang lahir antara pertengahan 1990-an hingga awal 2010-an, penelitian ini mengeksplorasi sejauh mana prinsip-prinsip keuangan berkelanjutan mempengaruhi preferensi investasi Generasi Z. Melalui metode kualitatif dan analisis deskriptif, data diperoleh dari studi pustaka dan observasi aktivitas keuangan Generasi Z. Hasil penelitian mengungkapkan bahwa, meskipun masih terbatas dalam pemahaman, Generasi Z menunjukkan ketertarikan positif terhadap investasi yang memperhitungkan aspek sosial dan lingkungan. Tantangan dalam implementasi keuangan berkelanjutan dan pengaruh faktor budaya dan lingkungan di Jawa Barat juga dibahas. Temuan ini memberikan pandangan mendalam tentang kompleksitas hubungan antara manajemen keuangan berkelanjutan dan perilaku investasi Generasi Z, serta memberikan dasar bagi pengembangan strategi keuangan yang memperhitungkan nilai-nilai sosial dan lingkungan.
Keywords: Manajemen Keuangan Berkelanjutan, Perilaku Investasi, Generasi Z, Jawa Barat
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