This study investigates the motives of Indian investors about how their psychosocial mechanisms influence driving green investment and how it is interlinked with their environmental knowledge, personal values, attitudes towards sustainable investing, and behavioral intentions. Using PLS-SEM in smartPLS 4.0, the data of 455 retail investors in Bangalore were collected through a cross-sectional survey. The results indicate that personal values are pivotal in shaping individuals' attitudes towards green investment intentions. Environmental knowledge exerts an indirect influence on behavioral intentions by forming favorable attitudes, indicating an upstream catalyst to change behavior. This framework explains 44% of the variance in attitude and 50% in investment intentions, indicating predictive power. Overall, these findings emphasize the critical mediating function of attitude and the basic role of values and knowledge in facilitating investment behavior in a sustainable manner. The study gives an insight for financial institutions, policymakers, and advisory professionals in promoting Green Investment Intention with individual ethical perspectives towards broader sustainable development goals.
M et al. (2026) studied this question.
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