SUSTAINABLE INVESTMENT PERCEPTION AND ITS INFLUENCE ON INVESTMENT DECISIONS

Abstract

This study investigates the perception of sustainable investments and its influence on investment decisions among individuals. With growing awareness of environmental, social, and governance (ESG) factors, investors are increasingly considering the sustainability of companies when making investment choices. The research examines the relationship between key variables such as sustainable investments, governance and transparency, environmental awareness, personal values, and ethical beliefs, and their collective impact on investment decisions. Data was collected through a survey of 384 respondents, with descriptive statistics, correlation analysis, ANOVA, and regression analysis used to assess the relationships between these factors. Findings reveal that sustainable investments are perceived as important by a significant proportion of investors, with governance and transparency, environmental awareness, and personal values being key factors influencing investment decisions. Furthermore, investors demonstrated a preference for companies that align with their ethical values, and sustainable investments were seen as contributing to long-term profitability despite potential financial risks. The study highlights the growing importance of sustainability in investment decision-making and emphasizes the need for greater awareness and education on sustainable investment practices. These insights can guide investors and policymakers in promoting sustainable financial practices and fostering a more responsible investment landscape.