In the past decade, the concept of sustainable investing has emerged as one of the central issues in modern finance, reflecting the growing need to align economic goals with social responsibility and environmental protection. The increasing regulatory requirements, heightened global awareness of climate change, and the rise of ESG (Environmental, Social, Governance) standards have led to a significant expansion of interest in so-called green companies. Nevertheless, the extent to which investors truly prioritize sustainable business models over traditional criteria of profitability and risk remains an open question. The main objective of this paper is to explore the characteristics of investment behavior in the era of sustainability, with a special focus on investors' preferences for companies that adopt ESG principles. The study combines a review of theoretical models of investment behavior, an overview of relevant international literature, and an analysis of available market data on sustainable investments. Particular attention is devoted to identifying the key motivational factors that influence investors. The findings indicate a growing trend of interest in sustainable investment strategies, yet reveal a gap between declarative support for sustainability and actual investment behavior.
Glumac-Lourenco et al. (Wed,) studied this question.