A study has found that consumers have a strong preference for sustainable investment, even when it offers lower returns, as long as they are given clear social and environmental performance data. The study, conducted by the University of California, Berkeley, examined how people would invest in companies with higher levels of sustainability if those investments were offered at an attractive price. The researchers said the findings highlighted the importance of providing transparent performance data in the real world, claiming the results showed that investors want more from their capital than purely financial gains.
A study has found that consumers have a strong preference for sustainable investment, even when it offers lower returns, as long as they are given clear social and environmental performance data. The research, conducted by the University of Cambridge Institute for Sustainability Leadership, found that participants in a virtual experiment consistently opted for sustainable investments, even if it meant sacrificing up to 3% in returns. The researchers said the findings highlighted the importance of providing transparent performance data in the real world, claiming the results showed that investors want more from their capital than purely financial gains.