Triple Bottom Line as a Determinant of Investment Behaviour: A Case Study of Retail Investors in Assam

The growing demand for sustainability has intensified focus on the Triple Bottom Line framework, integrating environmental, social, and economic dimensions into corporate and investment decisions. This study, grounded in the Theory of Planned Behavior, examines how Perceived Behavioral Control, Subjective Norms, and Attitude toward Sustainability influence investors’ Triple Bottom Line orientation. Regression analysis of survey data shows that the model explains a substantial proportion of variance in Triple Bottom Line orientation. Perceived Behavioral Control emerged as the strongest predictor, highlighting the role of self efficacy and perceived capability in shaping sustainable investment intentions. Subjective Norms also significantly influenced Triple Bottom Line orientation, underscoring the effect of social expectations and normative pressures. Attitude had a smaller but meaningful effect. These findings illustrate the combined impact of internal drivers (control beliefs) and external influences (social norms).