Advances in Consumer Research
Issue 7 : 291-310
Original Article
Financial Literacy and Risk Perception as Determinants of Investment Behaviour among Working Women: An Empirical Study of Prayagraj
 ,
1
Research Scholar, United University, Prayagraj, Uttar Pradesh, India
2
Assistant Professor, United University, Prayagraj, Uttar Pradesh, India.
Abstract

Financial literacy has emerged as a fundamental determinant of investment behaviour, particularly among working women who increasingly contribute to household income and long-term wealth creation. Simultaneously, risk perception significantly influences investment preferences by shaping individuals' willingness to participate in financial markets and diversify investment portfolios. Despite rapid expansion in financial inclusion, digital banking, and investment opportunities in India, disparities in financial knowledge and risk evaluation continue to affect women's investment decisions. Prayagraj, as an important educational and administrative city of Uttar Pradesh, presents a unique socio-economic environment for examining these behavioural dimensions. This study investigates the influence of financial literacy and risk perception on the investment behaviour of working women in Prayagraj through an empirical approach. It aims to evaluate the extent to which financial knowledge, awareness of investment products, perceived financial risk, and demographic characteristics explain investment choices, investment frequency, portfolio diversification, and long-term financial planning. The study also explores the interaction between financial literacy and risk perception in determining investment behaviour. The findings are expected to provide evidence-based insights for policymakers, financial institutions, employers, and educators to design targeted financial education programmes that enhance women's financial empowerment, improve investment participation, and strengthen sustainable wealth creation.

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