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March 25, 2026International Journal of Bank Marketing

Why do individuals invest sustainably? A motivational analysis with marketing implications

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Authors

MIMarion P. IhlsJCJ. Christopher CohrsMRMaro Rudolf

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Overview

Segmentation analysis identifies distinct investor classes, revealing motivations for sustainable investment decisions.

Key Points

  • The analysis aims to identify distinct investor segments based on decision-making profiles and motivations for sustainable investing.
  • Survey data collected from 526 German investors
  • Utilized latent-class analysis to classify investor segments
  • Employed moderated regression analyses to identify predictors of sustainable investment intentions
  • Investors are classified into three segments: independent, high-involvement, and low-involvement investors
  • Class 1 operates independently with low reliance on advice
  • Class 2 blends independence with professional advice
  • Class 3 relies heavily on professional advice for investment decisions
  • Multiple factors influencing intentions to invest sustainably are identified across classes

Cite This Study

Ihls et al. (2025) studied this question.

synapsesocial.com/papers/69c37adcb34aaaeb1a67cb83https://doi.org/10.1108/ijbm-12-2024-0765
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