Procurement practices and gender disparities: analysing the impact of trust, risk, return and sustainability on investment decisions in the Indian stock markets

This study examines the impact of gender and income on sustainable investment decisions and responsible procurement practices among stock market investors in India. Utilising data from 416 prospective investors, the research employs the partial least squares method to analyse how gender and the proportion of income allocated to stocks influence investors' attitudes and intentions. The findings highlight the significance of investors' attitudes, perceived trust, financial risk, returns, literacy, and sustainability concerns in shaping investment intentions and responsible procurement behaviours. The study reveals that both gender and income levels moderate these relationships. Practically, it suggests that brokerage firms can enhance trust among new and intermediate investors through sustainable investment strategies and financial education, thereby boosting their confidence and influencing their investment and procurement decisions. The research uniquely contributes to understanding the limited direct role of perceived trust in investment intentions, underscoring the importance of profitability considerations in investment decisions.