Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{206620,
        author = {Monika D and Dr. Deepa Venugopal},
        title = {DETERMINANTS OF ESG INVESTMENT AWARENESS AND INVESTMENT INTENTIONS AMONG YOUNG INVESTORS},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {2},
        pages = {2482-2491},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=206620},
        abstract = {Environmental, Social, and Governance (ESG) investing has become one of the defining trends in contemporary financial markets, yet the awareness, attitudes, and intentions of young investors toward ESG products remain unevenly understood. This study examines the behavioural and financial determinants of ESG investment awareness and ESG investment intention among young investors, drawing on an extended Theory of Planned Behaviour (TPB) framework that incorporates financial literacy and perceived financial performance alongside attitude, subjective norms, and perceived behavioural control. Primary data were collected from 150 young investors through a structured, validated questionnaire and analysed using descriptive statistics, reliability analysis, normality and multicollinearity diagnostics, and multiple linear regression. The results show that respondents hold moderately high ESG awareness and strongly positive attitudes toward sustainable investing. Regression analysis confirms that ESG investment awareness, attitude, subjective norms, perceived behavioural control, financial literacy, and perceived financial performance each exert a statistically significant, positive influence on ESG investment intention, jointly explaining 64 percent of its variance. Awareness, attitude, and perceived behavioural control emerge as the strongest predictors. The findings extend TPB by demonstrating that financial capability and return expectations are as important as ethical motivation in driving sustainable investment behaviour, and they offer practical guidance for financial institutions, educators, and policymakers seeking to convert young investors' sustainability values into actual ESG participation.},
        keywords = {ESG investing; investment intention; Theory of Planned Behaviour; financial literacy; perceived financial performance; young investors.},
        month = {July},
        }