Abstract:
Green investment has become the most important investing tool among the retail investors since it benefits the issuers, investors and most importantly the environment. There are certain factors like concern for environment growth, financial ability, government policies, etc. which influence the individual investors towards green investing and also some significant reason occurs in terms of earnings which makes the investors preference in the direction of green investment. The impacts of the investor's decision towards green investing might create welfare on the people's life and the environment. Considering the importance of green investment, the present study has been worked with an objective to analyse the factors affecting and the investment preference of the retail investors towards green investing and its benefits on the environmental sustainability. Data was collected from the 100 retail investors who were chosen randomly for our study through random sampling technique by distributing structured questionnaire based on a quantitative research methodology. Results from statistical analysis depicted that the green investment is safe, secured and has less risks which made the investors to prefer green investment. The study mainly shown that the alternative source of income is the most driving factor of the retail investors towards green investing rather than the concern for environment and also revealed the fact that the environment sustainability can be enhanced further because of these green investors.
