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EMAC 2024 Annual


Just a trend or moral doubt? Generational differences and Green Equity Investments
(A2024-119715)

Published: May 28, 2024

AUTHORS

Anne Bontour, University of Franche-Comté; Fabrice Hervé, University of Burgundy; Sylvain Marsat, University of Clermont Auvergne; Jean-Baptiste Welte, University of Burgundy

ABSTRACT

Abstract: Generations elicit different ethical and sustainable behaviors, but the results are mixed and call for more evidence. To better shed light on the final ethical decision, we focus on whether generations have an impact on the decision-making process itself. Investigating two different ethical decision-making models (Ajzen and Jones) in the case of green funds investment with a quantitative survey among French individual investors, we interestingly find that younger generations invest more in green because they perceive this investment as less risky and that attitude is more important in their decision process. Conversely, older generations are more influenced by perceived morality, subjective norm, control and moral judgment. This study provides bank marketing professionals with guidance and insight into how to effectively develop green investment products to their target audience from different generations.