INVESTMENT INTENTIONS AMONG EARLY-CAREER PROFESSIONALS IN DAKSHINA KANNADA DISTRICT IN INDIA: A BEHAVIOURAL PERSPECTIVE

This study investigates the key factors influencing investment intentions among early career professionals in Dakshina Kannada, focusing on attitudes, subjective norms, perceived behavioural control, self-efficacy, and investment intention. A quantitative survey method was adopted involving 220 participants selected through stratified random sampling across five talukas: Mangaluru, Puttur, Moodabidre, Sullia, and Mulki. The data collected via both offline forms and Google Forms included variables related toinvestment behaviour and demographics. Descriptive statistics were used to was employed to test the proposed hypotheses and explore variable relationships, including the mediating role of self-efficacy. The findings reveal that attitudes, subjective norms, and Perceived Behavioural Control significantly influence investment intentions. Moreover, self-efficacy partially mediates the link between Perceived Behavioural Control and investment intentions, highlighting the importance of confidence in managing financial decisions. This study underscores the value of financial literacy and personal beliefs. The practical implications suggest that financial education knowledge and confidence. Additionally, leveraging social influence and improving access to investment resources can enhance investment engagement. This study for educators, policymakers, and financial institutions aiming to foster investment among young professionals.