Exploring the relationship between sustainability attitudes of individual investors and investment preferences in sustainable financial assets

This research aims to investigate the impact of sustainability attitudes on individual investors' preference for financial sustainability assets. Sustainability is becoming a more and more crucial topic in today's world, having a significant impact on business processes and society. The research explores how individual beliefs and values regarding environmental, social, and governance (ESG) factors shape their investment decisions. A quantitative approach was employed, utilizing a convenience sampling method via LinkedIn to collect data from 56 respondents. Findings indicate a significant correlation between willingness to pay for environmental benefits and interest in socially responsible investments, aligning with prior literature. However, the analysis reveals a limited impact of sustainability attitudes on investment behaviours, highlighting the complex relationship between attitudes toward environmental issues and economic trade-offs. The study provides implications for companies, financial institutions, and policymakers to enhance awareness and education regarding sustainable investing practices.