Navigating financial anxiety: Gen Z women in the digital era

This qualitative study examines the relationships among financial literacy, financial anxiety, adoption of digital financial services, and financial well-being among Generation Z women in Thailand. Drawing on in-depth interviews with 25 participants aged 19–27 years, the study explores how young women navigate inflationary pressure, employment and income precarity, gig-economy work, currency fluctuations, and rapidly expanding FinTech services. Data were analyzed thematically using behavioral finance and the Technology Acceptance Model as sensitizing frameworks. The findings show that high digital literacy and frequent FinTech use did not necessarily translate into strong financial capability or lower anxiety. Participants reported moderate financial literacy, persistent anxiety linked to income volatility, limited financial education, and sociocultural pressure, as well as both empowering and overwhelming experiences with digital financial platforms. Three themes were especially salient: the psychological burden of financial uncertainty and associated avoidance behaviors; the dual-edged role of FinTech in increasing convenience while intensifying information overload and spending pressure; and the influence of peers and social networks on financial attitudes and behavior. The study contributes context-specific evidence on the gendered financial experiences of young Thai women and offers implications for financial education, consumer protection, and responsible FinTech design.