Abstract:
To examine and analyze the relationship of attitude, subjective norms, and perceived behavioral control with socially responsible investment this research targets investors of Pakistan Stock Exchange (PSX) as they are potential and current users. It is important to measure their attitude, subjective norm and perceived behavioral control towards SRI. An online survey questionnaire was filled by 250 investors of twin cities (Islamabad and Rawalpindi). The data from these questionnaires was analyzed through “Partial least square structural equation modeling (PLS-SEM)” with the help of SmartPLS software. The descriptive analysis was done with the help of “Statistical Package for the Social Sciences (SPSS)” attitude and subjective norms are found to be in a positive relationship with socially responsible investment products. Whereas perceived behavioral have negative relationship with socially responsible investment (SRI). The questionnaire is distributed online due to short time restrictions to get a larger sample size. The marketing departments of stock exchanges will use this research to generate awareness-raising initiatives for ethical investing. Investment platforms should assist in making necessary changes to their business practices to enhance their credibility with investors and should realize they need to perform their operations in such a way that investors can distinguish that socially responsible investments are more trustworthy than conventional investment.
