Financially Savvy or Swayed by Biases? The Impact of Financial Literacy on Investment Decisions: A Study on Indian Retail Investors

Financial literacy plays a crucial role in shaping individual investment decisions by influencing susceptibility to behavioural biases such as heuristics, framing effects, cognitive illusions, and herding mentality. While most existing studies have examined financial literacy as a mediating factor, our study is among the first in the literature to analyse the role of behavioural biases as mediating factors in the relationship between financial literacy and investment decisions. Specifically, we investigate key biases, including overconfidence, herding, disposition effect, self-attribution, anchoring, availability, representativeness, and familiarity. Using purposive sampling, we collected 482 responses through a structured Likert scale questionnaire. The dataset underwent rigorous validation and reliability tests to ensure robustness. We employed Python-based statistical analysis and used Pearson’s correlation and mediation analysis to explore the relationships between financial literacy, behavioural biases, and investment decisions. With the help of these methods, we were able to uncover relationships and causal pathways which further our understanding of the role of behavioural biases in determining the impact of financial literacy on investment behaviour. The findings illustrate a notable positive correlation between investment decisions and financial literacy, implying that people with higher financial literacy levels possess greater and more rational financial decision-making capabilities. Other analyses have revealed that biases have a moderating effect on this relationship, showing another path through which financial literacy impacts behaviour at the level of the investor. By placing behavioural biases as mediating constructs, this research broadens the scope of investor psychology and the body of knowledge in behavioural finance, highlighting the need to change the approach to how financial literacy programs aimed at investors are structured and implemented.