THE IMPACT OF SOCIAL AND ENVIRONMENTAL FACTORS ON CRYPTOCURRENCY INVESTMENT BEHAVIOR AMONG GEN Z IN THAILAND

Abstract

Cryptocurrency has sparked Generation Z's interest in Thailand, prompting an exploration into the factors driving their investment decisions. This study employs a mixed-methods approach, quantitative analysis, and qualitative insights from Crypto Experts to unveil the complexities of cryptocurrency investments among Gen-Z. Quantitative findings highlight the significance of financial knowledge and risk-taking in influencing investment choices. The Fear of Missing Out (FOMO) is a powerful motivator for this cohort. Qualitative interviews with Crypto Experts reinforce the importance of knowledge and reveal the subtle influence of influencers and peer pressure. This research has implications for stakeholders, emphasizing the need for accessible cryptocurrency education, emotional intelligence tools, and transparent regulatory guidelines. Support for informed and responsible investments among Gen-Z, as cryptocurrency evolves, becomes paramount.