From Knowledge and Values to Green Investment: Analyzing The ‎Mediating Role of Attitude

  • Authors

    • Mohammed Radeef K M Department of Commerce, School of Social Sciences and Languages, Vellore Institute of Technology, Vellore, Tamil Nadu, India-632 014
    • Velmurugan G. Department of Commerce, School of Social Sciences and Languages, Vellore Institute of Technology, Vellore, Tamil Nadu, India-632 014
    https://doi.org/10.14419/z6mwmg87

    Received date: December 17, 2025

    Accepted date: January 12, 2026

    Published date: January 23, 2026

  • Attitude; Environmental Knowledge; Green Investment; Personal Values; SDG

  • Abstract

    This study investigates the motives of Indian investors about how their psychosocial mechanisms influence driving green investment and ‎how it is interlinked with their environmental knowledge, personal values, attitudes towards sustainable investing, and behavioral intentions. ‎Using PLS-SEM in smartPLS 4.0, the data of 455 retail investors in Bangalore were collected through a cross-sectional survey. The results ‎indicate that personal values are pivotal in shaping individuals' attitudes towards green investment intentions. Environmental knowledge exerts ‎an indirect influence on behavioral intentions by forming favorable attitudes, indicating an upstream catalyst to change behavior. This ‎framework explains 44% of the variance in attitude and 50% in investment intentions, indicating predictive power. Overall, these findings ‎emphasize the critical mediating function of attitude and the basic role of values and knowledge in facilitating investment behavior in a ‎sustainable manner. The study gives an insight for financial institutions, policymakers, and advisory professionals in promoting Green ‎Investment Intention with individual ethical perspectives towards broader sustainable development goals‎.

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    K M, M. R. ., & G. , V. . (2026). From Knowledge and Values to Green Investment: Analyzing The ‎Mediating Role of Attitude. International Journal of Accounting and Economics Studies, 13(1), 413-422. https://doi.org/10.14419/z6mwmg87