GREENVESTOR MINDSET MEMBANGUN MENTALITAS INVESTOR HIJAU DI KALANGAN GEN Z

Abstract

Green investing is a rapidly growing global trend as awareness of sustainability increases. Generation Z (Gen Z) as a group of young investors has great potential in driving green investment, but still faces various challenges, such as lack of education, limited access to information, and the assumption that green investment requires large capital. This study aims to analyze the challenges and strategies in building a green investor mindset among Gen Z. The method used in this research is a literature study that refers to various scientific journals, industry reports, and government policies related to green investment and sustainable finance education. The results show that sustainable finance education should be integrated into the education curriculum to increase Gen Z's understanding of green investing. In addition, the utilization of digital technology and collaboration between the government, financial institutions, and fintech startups also play an important role in providing more accessible green investment products. Incentives for young investors, such as tax breaks or low interest rates, can be an additional impetus for their participation in sustainable investments. By implementing these strategies, it is expected that more Gen Zs will have a green investing mindset and contribute to sustainable economic development.