Behaviorální aspekty působící u generace Z na dlouhodobé finanční plánován

This master’s thesis examines behavioral aspects influencing long-term financial planning among Generation Z. This cohort is entering adulthood in an environment characterized by high economic uncertainty, rapid digitalization, and widespread availability of financial products, all of which significantly shape financial behavior. Although Generation Z demonstrates high technological proficiency and broad access to information, previous research suggests low financial self-confidence, limited capacity for long-term planning, and increased susceptibility to impulsive decision-making. The aim of this thesis is to identify key behavioral factors affecting Generation Z’s approach to long-term financial planning and to describe barriers that hinder such planning. The theoretical part draws on findings from behavioral economics, psychology, and contemporary academic literature focusing on financial literacy, cognitive biases, and emotional and social influences on decision-making. The empirical part is based on a quantitative questionnaire survey and qualitative in-depth interviews, enabling a deeper understanding of the motivations, attitudes, and experiences of young adults. The results contribute to a deeper understanding of Generation Z’s financial behavior and provide a basis for more effective communication and the design of financial tools. The findings are particularly relevant to financial counseling, financial education, and the development of strategies supporting long-term financial stability.