Support for the European Green Deal by Individual Investors:Research Results

Purpose: The European Green Deal is significantly influencing modern European economy. Policies aimed at the climate and environmental protection, reduction of carbon footprint and zero-emissions have become a priority. However, if society experiences negative effects or does not accept changes, such policies will only be cost-effective and will not have positive impact overall. Therefore, the study will analyze the individual investors’ opinion about the European Green Deal necessity. Design/Methodology/Approach: In the article, the following research methods were used: analysis of the literature of the subject, description, comparison and desk research. The theory was complemented with author’s survey on the individual investors sample. The results of the research conducted in 2024 were presented. The study analyzes the issue whether Polish individual investors support the European Green Deal and also what actions do they expect from banks and listed companies regarding environmental protection? Findings: The research has demonstrated that, in general, individual investors do not support the European Green Deal policy. Also, numerous investors do not expect any extra activities from companies regarding environmental protection. In their opinion, compliance to law is sufficient. Individual investors point out that companies should concentrate on their main activity and additional enviromental activities are not the part of their mission. Those individual investors, who support extra engagement regarding environment, indicate activities for reduction of their environmental footprint through: saving natural resources, recycling, reducing the amount of generated waste, responsible supply chain, reducing paper consumption as well as one's own carbon footprint. Practical Implications: The discussion should focus around the usefulness and importance of various parts of the European Green Deal policy. Particular attention should be paid to the education, promotional campaigns and non-financial data reporting subjected to external audit. Originality/value: Analysis of the following issues: Do individual investors support the European Green Deal? What actions do investors expect from banks and listed companies regarding environmental protection? Research carried out on the individual investors should be considered valuable, because there is a relatively lower number of research studies conducted on that group.