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Are retail investors willing to buy green bonds? A case for Japan

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  • Kentaka Aruga

Abstract

With the growing importance of the financial sector in mitigating environmental pressure, many financial institutions have begun issuing green bonds. This study investigated retail investors’ willingness to pay for green bonds using the double-bounded dichotomous choice contingent valuation method. The findings from the survey performed on Japanese respondents reveal that, on average, respondents are willing to invest in green bonds when offered an annual interest rate of around 1.1%. The results also indicate that respondents with higher altruism and environmental awareness levels, information about green bonds, and frequent investors have a higher preference for investing in green bonds. The results suggest financial institutions’ importance in providing information on how green bonds can help reduce environmental pressure and raise investors’ awareness of green bonds.

Suggested Citation

  • Kentaka Aruga, 2025. "Are retail investors willing to buy green bonds? A case for Japan," Journal of Sustainable Finance & Investment, Taylor & Francis Journals, vol. 15(2), pages 388-402, April.
    • Handle: RePEc:taf:jsustf:v:15:y:2025:i:2:p:388-402
    DOI: 10.1080/20430795.2024.2349723
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