WILL PRO-SOCIAL BEHAVIOR INFLUENCE INTENTIONS OF INDIAN INVESTORS TO JOIN SOCIALLY RESPONSIBLE INVESTMENT?

Abstract

Purpose: The purpose of the paper is to exam in the impact of pro social behaviour on Indian investor intentional to participate it socially responsible investment taking attitude as mediated with special reference to all Indian states.

Design/methodology/approach: For achieving the objective of this study,  the model was tested through PLS SEM software. Research Scales from the  literature were used in modified version according to the suitability. Data were collected from 216 respondents.

Findings :The findings suggest that the factors of Perceived Consumer Effectiveness, Perceived Behavioral Control, and Perceived Financial Performance directly influence individuals' attitudes. These attitudes, in turn, have a significant impact on investors' intentions to engage in Socially Responsible Investment (SRI). Additionally, the study adopted the Theory of Planned Behavior framework to gain insights into SRI intentions with a focus on prosocial motivations. Therefore, the employed model for elucidating these variables yielded positive and promising results.

Originality/value: The literature supports that attitude plays a mediating role in forming intentions for green purchase behaviour only a few have examined the role of prosocial behaviour as a driver for SRI adoption intention. The current study aims to link prosocial behaviours of investors to the Theory of Planned Behaviour, a less explored approach in previous research.

Keywords: Perceived Consumer Effectiveness, Perceived Financial Performance, Perceived Behavioral Control, Socially Responsible Investment, Attitude, Intentions.