THE IMPACT OF FINANCIAL CULTURE ON THE FINANCIAL BEHAVIOR OF CITIZENS DURING THE TRANSITION FROM SAVINGS TO INVESTMENTS

The article is an urgent study that addresses the key issue of modern society — financial literacy and its impact on investment decisions. In an era when traditional savings schemes are no longer attractive, and inflation and the risk of devaluation of money are pushing people to find new ways to preserve and increase capital, the question of financial culture and its impact on investment behavior is of particular importance. The purpose of the work is to identify the influence of socio — cultural characteristics of Russia in different time periods on the formation of financial culture and financial behavior of the population. The methodological basis of the work is the Orders of the Government of the Russian Federation, the work of domestic researchers — A. Auzan, E. Nikishin, D. Kunizhev, foreign sociologists — G. Hofstede, M. Weber. The authors of the article used such research methods as questionnaires, data analysis, expert assessments, to collect and analyze information about the financial culture of citizens and their investment behavior. As a result of the study, the relationship between socio-cultural characteristics and financial behavior of the population was established, models of financial behavior of generations «Z» and «X» were compiled. The obtained research results can be used to develop directions for the formation of rational financial behavior of different categories of the population.