Name: Thrishul G.S & S. Venkatesh
Country: India

Year: 2026
Volume: Volume-16, (June) Year-2026 (Special Issue: Special Issue: Ai, Ethics and Human Values : Shaping the Future of Higher Education)
Page Number: 653-660
DOI: https://doi.org/10.5281/zenodo.21737770

ABSTRACT:
The integration of Artificial Intelligence (AI) into financial decision-making has transformed the investment landscape, raising important questions about the role of human values in shaping rational and ethical investment behaviour. This study examines the interplay among human values, AI, and mutual fund investment decision-making from a behavioural finance perspective. Drawing on behavioural finance theories and ethical frameworks, the study investigates how investors’ psychological biases interact with AI-based financial advisory systems and how human values influence trust, acceptance, and reliance on such technologies. Primary data were collected from mutual fund investors through a structured questionnaire, capturing dimensions of behavioural biases, ethical considerations, and perceptions of AI-driven investment tools. The data were analysed using Structural Equation Modelling (SEM) to examine relationships among the constructs. The findings reveal that behavioural