MENTAL ACCOUNTING, ATTITUDES, AND ENVIRONMENTAL AWARENESS: DRIVERS OF GEN Z’S SUSTAINABLE FINANCE BEHAVIOR

This study aims to analyze the influence of mental accounting, financial attitude, and environmental awareness on sustainable financial behavior among Generation Z. This study employs a quantitative approach, utilizing primary data collected through a questionnaire distributed via Google Forms. The total sample consists of 302 Generation Z respondents aged 17 to 28 years who actively use financial services such as investment products, digital payment instruments, and savings facilities in Indonesia. The data obtained was analyzed using multiple linear regression techniques assisted by the SmartPLS statistical tool. This study shows that mental accounting, financial attitude, and environmental awareness have a significant positive effect on sustainable financial behavior among Generation Z. Increasing financial awareness through mental accounting, financial attitude, and environmental awareness among Generation Z must be in line with the practice of sustainable financial behavior, so that it can shape responsible financial behavior and achieve the eighth SDG goal of decent work and economic growth. Through the results of this study, it is hoped that Generation Z can apply the habits of saving and investing in their daily lives, so that they can build long-term financial needs and achieve their financial goals with confidence.