Understanding the interplay of self-control, gender, and social norms in undergraduate saving behavior: a conceptual approach

Abstract

Saving behaviour in young adulthood can be identified as an important element for achieving long-term financial viability; however, many students still demonstrate poor saving behaviour. Using Self-Control Theory, Theory of Planned Behaviour, Social Cognitive Theory, and Gender Socialization Theory, this study conceptualizes the effect of self-control on saving behaviour in undergraduate students in non-state universities in Sri Lanka, with a specific emphasis on gender and social norms as moderators. This research will contribute to understanding financial behaviour in emerging economies. It will be used to inform targeted financial literacy and education programs for students in Sri Lanka to develop and support sustainable and equitable saving behaviours.