Women generally avoid risk when investing, often preferring traditional options such as bank fixed deposits and gold. This behavior limits their participation in NTI, like stocks and mutual funds, which typically offer higher long-term returns.

Purpose: The paper discussed how financial attitude (FA) and parental financial socialization (PFS) affected the non-traditional investment behavior (NTIB) of Indian women. Design/Methodology/Approach : The study used a quantitative research design, with an online survey administered to 403 working Indian women aged 25–55 years. Data was collected through convenience sampling and analyzed using SPSS 23.

Findings: FA related to interest and deliberative spending significantly influenced women’s non-traditional investment behavior. Parental financial behavior (FB) and direct financial teaching also had a positive impact, whereas financial anxiety and parental role modeling did not exhibit a significant influence. Practical

Implications: The results emphasized the need for financial institutions and policymakers to implement targeted financial education programs, as well as for parents to provide proactive financial education, to increase the level of non-traditional investment among women. Originality/

Value: The research contributed to the family financial socialization theory by providing empirical data on the joint effect of FA and PFS on the NTIB of Indian women.

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