Determinants of socially responsible investment intentions in India: The role of non‐economic goals

This research delves into the intricate network of relationships that shape sustainable investment attitude and its ramifications on socially responsible investments (SRI) intention, while also considering the moderating influence of non‐economic investment goals. Employing partial least squares structural equation modeling (PLS‐SEM), a survey methodology involving 534 retail investors was implemented, selected through non‐probability snowball sampling. Exploratory factor analysis was utilized to assess the suitability of items within constructs, followed by the application of PLS‐SEM to validate the research model. The findings underscore the significant impact of social consciousness, perceived consumer effectiveness, and environmental consciousness on sustainable investment attitude, consequently influencing SRI intention. Particularly, the pivotal role of non‐economic investment goals as moderators in this complex relationship. These findings carry profound implications for brokers, financial institutions, and businesses, reflecting a growing inclination among investors towards socially responsible enterprises. This research contributes uniquely by elucidating the intricate interplay among various determinants influencing sustainable investment behavioral intentions, particularly when considered alongside non‐economic investment goals. Ultimately, this study enriches the understanding and promotion of sustainable investment practices for the betterment of society.