Fostering sustainable investments through micro-investing platforms.
- Publisher:
- Springer Nature
- Publication Type:
- Journal Article
- Citation:
- Sci Rep, 2023, 13, (1), pp. 21194
- Issue Date:
- 2023-12-01
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We uncover the underlying factors that influence perceived trade-offs between sustainability and financial returns and risks, and the resulting real-world investment behaviour of micro-investors. Given the direct-to-consumer nature of new age investment platforms, the context for our study is framed within a consumer-centric context. Through a survey and conjoint experiment (383 investors), and analysis of actual investment decisions (for 89,744 micro-investors), we show that individual motives-specifically sustainability values and feelings of empowerment-are key drivers for sustainable investments, influencing willingness to forgo financial returns and the duration of investment. We provide practical implications for fostering sustainable investments through micro-investing platforms.
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