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The investor that could and would: The effect of proactive personality on sustainable investment choice

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  • Vanwalleghem, Dieter
  • Mirowska, Agata

Abstract

This paper investigates the influence of exposure to environmental images and proactive personality on investor preferences for sustainable investment. Building on Barbara Fredrickson’s broaden and build theory of positive emotions, we investigated how exposure to images of nature in a healthy (positive) versus damaged (negative) state interacts with the proactive personality trait in influencing an investor’s willingness to forego financial return to invest in a sustainable investment option. The results of our experiment indicate that to stimulate sustainable investment, investors should be exposed to positive environmental pictures and that this effect is stronger for highly proactive individuals. These results suggest that proactive individuals in particular view sustainable investing as a way to promote environmental preservation. Our results hold even after controlling for wealth effects.

Suggested Citation

  • Vanwalleghem, Dieter & Mirowska, Agata, 2020. "The investor that could and would: The effect of proactive personality on sustainable investment choice," Journal of Behavioral and Experimental Finance, Elsevier, vol. 26(C).
    • Handle: RePEc:eee:beexfi:v:26:y:2020:i:c:s2214635020300162
    DOI: 10.1016/j.jbef.2020.100313
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    2. Jesús Manuel Palma-Ruiz & Julen Castillo-Apraiz & Raúl Gómez-Martínez, 2020. "Socially Responsible Investing as a Competitive Strategy for Trading Companies in Times of Upheaval Amid COVID-19: Evidence from Spain," IJFS, MDPI, vol. 8(3), pages 1-13, July.
    3. Shahid, Ahmad Usman & Patel, Chris & Pan, Peipei, 2022. "Corporate social responsibility, intrinsic religiosity, and investment decisions," Journal of Behavioral and Experimental Finance, Elsevier, vol. 34(C).
    4. Gutsche, Gunnar & Nakai, Miwa & Arimura, Toshi H., 2021. "Revisiting the determinants of individual sustainable investment—The case of Japan," Journal of Behavioral and Experimental Finance, Elsevier, vol. 30(C).

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