Understanding Consumer Attitudes towards Sustainable Investments: A Qualitative Exploration

Abstract

Sustainable investments, which integrate environmental, social, and governance (ESG) factors into investment decisions, are becoming increasingly popular as consumers become more conscious of the ethical impact of their financial choices. This study explores consumer attitudes toward sustainable investments, focusing on the key drivers, perceptions, and barriers that influence their decision-making process. Through a qualitative analysis based on interviews and case studies, the research uncovers how consumers balance financial returns with ethical considerations and the role of trust, transparency, and knowledge in shaping these attitudes. The study also provides insights into how investment firms can better cater to the growing demand for sustainable investment options.