Main Article Content
Abstract
This study presents a systematic literature review of 65 peer-reviewed publications from 2015 to 2025 examining investor financial behavior within the framework of behavioral finance. The review identifies key determinants such as cognitive and emotional biases (overconfidence, loss aversion, herding), socio-demographic factors (age, gender, education, and income), and the growing impact of digitalization and FinTech on investment decisions. Findings reveal that investors often deviate from rational models, with decision-making heavily influenced by psychology, information overload, and social pressure. In addition, the integration of Islamic ethical values provides a stabilizing moral framework that promotes responsible and sustainable investment. The study concludes that investor behavior is multidimensional shaped by the interaction between human cognition, culture, and moral principles. The review recommends enhancing financial literacy, developing ethical digital investment platforms, and incorporating behavioral insights into financial education and policy design to foster rational and value-driven financial ecosystems.
Keywords
Article Details

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
- Abdullah, N., Arshad, N. C., & Yusoff, Z. (2020). Ethical investment behavior among Muslim investors: Evidence from Islamic financial institutions. International Journal of Islamic and Middle Eastern Finance and Management, 13(4), 719–735. https://doi.org/10.1108/IMEFM-02-2020-0058
- Almeida, R., & Correia, T. (2023). Social media engagement and digital identity in contemporary communication. Journal of Digital Culture and Society, 8(1), 22–37. https://doi.org/10.51964/jdcs.2023.08103
- Ashraf, D. (2021). Islamic behavioral finance: An emerging field. Journal of Behavioral and Experimental Finance, 31, 100539. https://doi.org/10.1016/j.jbef.2021.100539
- Baker, S. R., Bloom, N., Davis, S. J., Kost, K. J., Sammon, M., & Viratyosin, T. (2020). The unprecedented stock market impact of COVID-19. Review of Asset Pricing Studies, 10(4), 742–758. https://doi.org/10.1093/rapstu/raaa008
- Banerjee, A. V. (1992). A simple model of herd behavior. The Quarterly Journal of Economics, 107(3), 797–817. https://doi.org/10.2307/2118364
- Barber, B. M., & Odean, T. (2001). Boys will be boys: Gender, overconfidence, and common stock investment. The Quarterly Journal of Economics, 116(1), 261–292. https://doi.org/10.1162/003355301556400
- Barberis, N., & Thaler, R. (2003). A survey of behavioral finance. In G. M. Constantinides, M. Harris, & R. Stulz (Eds.), Handbook of the Economics of Finance (Vol. 1, pp. 1053–1128). Elsevier. https://doi.org/10.1016/S1574-0102(03)01027-6
- Chuen, D. L. K., & Teo, E. G. S. (2019). Emerging trends in digital investment behavior. Journal of Financial Innovation, 4(2), 45–62.
- Dewi, N. K., & Puspitasari, N. (2021). Financial literacy, risk tolerance, and investment decision among millennials. Asian Journal of Economics, Business and Accounting, 21(6), 12–23. https://doi.org/10.9734/ajeba/2021/v21i630391
- Fama, E. F. (1970). Efficient capital markets: A review of theory and empirical work. The Journal of Finance, 25(2), 383–417. https://doi.org/10.2307/2325486
- Hsieh, S. F., Tseng, C. P., & Wang, H. C. (2021). The effect of herding behavior on investment decisions: Evidence from Asian stock markets. Asia-Pacific Financial Markets, 28(3), 357–373. https://doi.org/10.1007/s10690-021-09328-3
- Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263–291. https://doi.org/10.2307/1914185
- Lim, T. H., & Brooks, R. (2020). The influence of age and risk perception on investor decision-making. Journal of Behavioral and Experimental Economics, 85, 101506. https://doi.org/10.1016/j.socec.2020.101506
- Lo, A. W., & Repin, D. V. (2002). The psychophysiology of real-time financial risk processing. Journal of Cognitive Neuroscience, 14(3), 323–339. https://doi.org/10.1162/089892902317361994
- Lusardi, A., & Mitchell, O. S. (2014). The economic importance of financial literacy: Theory and evidence. Journal of Economic Literature, 52(1), 5–44. https://doi.org/10.1257/jel.52.1.5
- Nguyen, T. M., Le, D. K., & Tran, Q. H. (2023). Behavioral finance and digital investment: Evidence from retail investors in Asia. Journal of Economic Behavior & Organization, 212, 354–372. https://doi.org/10.1016/j.jebo.2023.05.018
- Odean, T. (1999). Do investors trade too much? The American Economic Review, 89(5), 1279–1298. https://doi.org/10.1257/aer.89.5.1279
- Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., ... & Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ, 372, n71. https://doi.org/10.1136/bmj.n71
- Pompian, M. M. (2012). Behavioral finance and investor types: Managing behavior to make better investment decisions. Wiley Finance.
- Rahman, F., Ismail, A., & Yusuf, M. (2024). Islamic financial literacy and behavioral investment decisions among Muslim millennials. Journal of Islamic Accounting and Business Research, 15(2), 201–219. https://doi.org/10.1108/JIABR-09-2023-0251
- Shefrin, H., & Statman, M. (2000). Behavioral portfolio theory. Journal of Financial and Quantitative Analysis, 35(2), 127–151. https://doi.org/10.2307/2676187
- Simon, H. A. (1957). Models of man: Social and rational. Wiley.
- Sivaramakrishnan, S., Srivastava, M., & Rastogi, A. (2017). Attitudinal and demographic factors influencing investment decisions: A study of Indian investors. Asian Journal of Business Research, 7(2), 32–51. https://doi.org/10.14707/ajbr.170035
- Statman, M. (2021). Behavioral finance: The second generation. CFA Institute Research Foundation.
- Thaler, R. H. (1985). Mental accounting and consumer choice. Marketing Science, 4(3), 199–214. https://doi.org/10.1287/mksc.4.3.199
- Thaler, R. H., & Sunstein, C. R. (2008). Nudge: Improving decisions about health, wealth, and happiness. Yale University Press.
- von Neumann, J., & Morgenstern, O. (1944). Theory of games and economic behavior. Princeton University Press.
- Widyastuti, T., Sari, R. D., & Putra, A. (2023). Cultural influences and herding behavior among retail investors in Indonesia. Gadjah Mada International Journal of Business, 25(1), 43–62. https://doi.org/10.22146/gamaijb.73482
References
Abdullah, N., Arshad, N. C., & Yusoff, Z. (2020). Ethical investment behavior among Muslim investors: Evidence from Islamic financial institutions. International Journal of Islamic and Middle Eastern Finance and Management, 13(4), 719–735. https://doi.org/10.1108/IMEFM-02-2020-0058
Almeida, R., & Correia, T. (2023). Social media engagement and digital identity in contemporary communication. Journal of Digital Culture and Society, 8(1), 22–37. https://doi.org/10.51964/jdcs.2023.08103
Ashraf, D. (2021). Islamic behavioral finance: An emerging field. Journal of Behavioral and Experimental Finance, 31, 100539. https://doi.org/10.1016/j.jbef.2021.100539
Baker, S. R., Bloom, N., Davis, S. J., Kost, K. J., Sammon, M., & Viratyosin, T. (2020). The unprecedented stock market impact of COVID-19. Review of Asset Pricing Studies, 10(4), 742–758. https://doi.org/10.1093/rapstu/raaa008
Banerjee, A. V. (1992). A simple model of herd behavior. The Quarterly Journal of Economics, 107(3), 797–817. https://doi.org/10.2307/2118364
Barber, B. M., & Odean, T. (2001). Boys will be boys: Gender, overconfidence, and common stock investment. The Quarterly Journal of Economics, 116(1), 261–292. https://doi.org/10.1162/003355301556400
Barberis, N., & Thaler, R. (2003). A survey of behavioral finance. In G. M. Constantinides, M. Harris, & R. Stulz (Eds.), Handbook of the Economics of Finance (Vol. 1, pp. 1053–1128). Elsevier. https://doi.org/10.1016/S1574-0102(03)01027-6
Chuen, D. L. K., & Teo, E. G. S. (2019). Emerging trends in digital investment behavior. Journal of Financial Innovation, 4(2), 45–62.
Dewi, N. K., & Puspitasari, N. (2021). Financial literacy, risk tolerance, and investment decision among millennials. Asian Journal of Economics, Business and Accounting, 21(6), 12–23. https://doi.org/10.9734/ajeba/2021/v21i630391
Fama, E. F. (1970). Efficient capital markets: A review of theory and empirical work. The Journal of Finance, 25(2), 383–417. https://doi.org/10.2307/2325486
Hsieh, S. F., Tseng, C. P., & Wang, H. C. (2021). The effect of herding behavior on investment decisions: Evidence from Asian stock markets. Asia-Pacific Financial Markets, 28(3), 357–373. https://doi.org/10.1007/s10690-021-09328-3
Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263–291. https://doi.org/10.2307/1914185
Lim, T. H., & Brooks, R. (2020). The influence of age and risk perception on investor decision-making. Journal of Behavioral and Experimental Economics, 85, 101506. https://doi.org/10.1016/j.socec.2020.101506
Lo, A. W., & Repin, D. V. (2002). The psychophysiology of real-time financial risk processing. Journal of Cognitive Neuroscience, 14(3), 323–339. https://doi.org/10.1162/089892902317361994
Lusardi, A., & Mitchell, O. S. (2014). The economic importance of financial literacy: Theory and evidence. Journal of Economic Literature, 52(1), 5–44. https://doi.org/10.1257/jel.52.1.5
Nguyen, T. M., Le, D. K., & Tran, Q. H. (2023). Behavioral finance and digital investment: Evidence from retail investors in Asia. Journal of Economic Behavior & Organization, 212, 354–372. https://doi.org/10.1016/j.jebo.2023.05.018
Odean, T. (1999). Do investors trade too much? The American Economic Review, 89(5), 1279–1298. https://doi.org/10.1257/aer.89.5.1279
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., ... & Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ, 372, n71. https://doi.org/10.1136/bmj.n71
Pompian, M. M. (2012). Behavioral finance and investor types: Managing behavior to make better investment decisions. Wiley Finance.
Rahman, F., Ismail, A., & Yusuf, M. (2024). Islamic financial literacy and behavioral investment decisions among Muslim millennials. Journal of Islamic Accounting and Business Research, 15(2), 201–219. https://doi.org/10.1108/JIABR-09-2023-0251
Shefrin, H., & Statman, M. (2000). Behavioral portfolio theory. Journal of Financial and Quantitative Analysis, 35(2), 127–151. https://doi.org/10.2307/2676187
Simon, H. A. (1957). Models of man: Social and rational. Wiley.
Sivaramakrishnan, S., Srivastava, M., & Rastogi, A. (2017). Attitudinal and demographic factors influencing investment decisions: A study of Indian investors. Asian Journal of Business Research, 7(2), 32–51. https://doi.org/10.14707/ajbr.170035
Statman, M. (2021). Behavioral finance: The second generation. CFA Institute Research Foundation.
Thaler, R. H. (1985). Mental accounting and consumer choice. Marketing Science, 4(3), 199–214. https://doi.org/10.1287/mksc.4.3.199
Thaler, R. H., & Sunstein, C. R. (2008). Nudge: Improving decisions about health, wealth, and happiness. Yale University Press.
von Neumann, J., & Morgenstern, O. (1944). Theory of games and economic behavior. Princeton University Press.
Widyastuti, T., Sari, R. D., & Putra, A. (2023). Cultural influences and herding behavior among retail investors in Indonesia. Gadjah Mada International Journal of Business, 25(1), 43–62. https://doi.org/10.22146/gamaijb.73482