Abstract
Gender differences in financial behavior are becoming increasingly important in the context of the digitalization of the economy, the growth of individual responsibility for financial well-being, and the development of inclusive strategies. Gender aspects affect access to resources and attitudes underlying goal setting, perception of economic difficulties, and attitudes toward digital solutions. This study aims to identify differences in financial behavior based on gender and socio-demographic characteristics, including age, income, and marital status. The empirical part is based on the results of a questionnaire survey covering respondents' attitudes and preferences regarding financial planning, assessment of difficulties, and the use of digital tools. A structural model based on the partial least squares method (PLS-SEM) was used to analyze the data, which made it possible to establish directional relationships between latent variables. The results showed that women are more likely to form sustainable financial goals and are more sensitive to financial difficulties, especially in the context of family burdens. At the same time, differences in motivation to use digital solutions were insignificant. Age and income were associated with more mature attitudes and long-term orientation. The study highlights the importance of a behavioral approach in shaping educational and digital financial strategies that consider social roles, life stages, and perception barriers.