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Sustainable investing through a gendered lens: the role of locus of control and risk perception

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  • Vivek Verma

    (Graphic Era (Deemed to be University))

  • Praveen Singh

    (Graphic Era (Deemed to be University))

  • Rajesh Tiwari

    (Graphic Era (Deemed to be University))

  • Dinesh Chandra Pandey

    (Graphic Era (Deemed to be University))

Abstract

The research examines the relationship between locus of control and sustainable investment habits among female investors, utilising risk perception as a mediator and financial literacy as a moderator. A quantitative survey method was employed to collect data among 450 working women in Uttarakhand, India, aged 20 to 65, with a monthly income exceeding 20,000 INR. Structural Equation Modeling (SEM) was employed to examine the intercorrelations of the essential variables. The results indicate that an external locus of control has a significant impact on sustainable investment behaviour, suggesting that individuals who believe in an external locus of control are more likely to engage in sustainable investment practices. Internal locus of control, by contrast, is weaker but remains significant, signifying that financial control is valuable but not dominant. Risk perception has a profound influence on investment behaviour, underscoring its essential role in shaping investment choices. Financial literacy also interacts with the relationship between external locus of control, risk perception, and investment behaviour, suggesting that financial education facilitates investment participation among individuals with an external locus of control. These results indicate the importance of personalised financial education programs in narrowing the psychological characteristics-investment decision gap. The research contributes to the knowledge of gendered investment behavior, providing insights for policymakers and financial advisors to develop interventions that promote sustainable investing through enhanced financial education and risk management initiatives.

Suggested Citation

  • Vivek Verma & Praveen Singh & Rajesh Tiwari & Dinesh Chandra Pandey, 2025. "Sustainable investing through a gendered lens: the role of locus of control and risk perception," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 30(4), pages 1-16, December.
    • Handle: RePEc:pal:jofsma:v:30:y:2025:i:4:d:10.1057_s41264-025-00321-y
    DOI: 10.1057/s41264-025-00321-y
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