The ‘Whys’ and ‘Hows’ of ethical investment: Understanding an early-stage market through an explorative approach

Over the last decade, markets for investments have changed in Europe. Consumers have become more aware of ethical standards and violations of social values and norms. While in some countries, such as the United States, this change took place decades ago, the market for ethical investment in Europe is still at an early stage. The present study investigates the underlying motives for ethical assets of consumers in early-stage markets. Using seven interviews with financial experts and five focus groups with ethical and conventional investors, we examine how investors view ethical investment, how ethical investors are described in terms of socio-demographics and personality characteristics, and which attitudinal factors are related to ethical investment behaviour. Interviews and focus groups are recorded and qualitatively analysed according to grounded theory. Ethical investment is found to be characterised through negative and positive ethical criteria. Our findings demonstrate how essential it is for ethical investors to lead a certain lifestyle driven by particular ecological and social values. Attitude theory serves to explain ethical investment behaviour. Conclusions for the marketing of ethical investment funds and for future research are drawn.