HERDING BEHAVIOR AMONG INDIVIDUAL STUDENTS AS INVESTORS: EVIDENCE FROM THE UNIVERSITY OF HARIPUR

Abstract

The growing intrest in investment activities among students has increased the importance of understanding the behavioral factors that influence investment decision-making. This study examines the impact of risk perception, financial literacy, investment experience, and social influence on herding behavior among student investors at the University of Haripur. A quantitative research design was adopted , with data collected from 300 students using a structured questionnaire. Statistical analysis through SPSS confirmed that social influence significantly drives herding behavior, while financially literacy and investment experience promote rational and independent decision-making . Risk perception also plays a role in cautions investments choices. The findings highlight that student investors are largely influenced by psychological and social factors rather than purely rational  analysis . Recommendations include integrating behavioral finance education into curricula and encouraging independent financial analysis among young investors.