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Cryptocurrencies and Generation Z: The Role of Informal Channels in Purchase Intentions

Mario Valletta, Paola Zocchi
September 2026 - n. 9
Keywords: Generazione Z, criptovalute, canali informali
Jel codes: G11, G41, O33

Today, numerous FinTech tools and applications interact with online entertainment, which young digital natives access independently on a daily basis. Focusing on Generation Z (individuals born between 2000 and 2012), the level of knowledge and awareness regarding exposure to online financial instruments remains extremely limited. This study examines young people’s perceptions, attitudes, and behaviors toward cryptocurrencies, with a specific focus on the role played by informal information channels (such as social media, online platforms, and peer wordof- mouth) compared to formal contexts (schools and families). The empirical findings show high awareness of cryptocurrencies (over 80% of respondents), primarily driven by social networks and YouTube, alongside a strong interest in purchasing driven by prospective gains. However, this interest contrasts with low financial literacy and a limited awareness of the associated risks (such as scams and regulatory ambiguity). The study highlights how informal channels significantly shape purchase intentions and underscores the urgent need for structured financial education programs within institutional settings.

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