Investors’ intention toward green investment: an extension of the theory of planned behavior
Abstract
Purpose
This study investigates how to motivate behavioral intentions toward green investment (BIGI) with the moderating effect of social media platforms usage (SMPU) among individual investors in Egypt.
Design/methodology/approach
The study used partial least squares structural equation modeling (PLS-SEM) to analyze the data and test hypotheses based on a sample of 550 individual investors with investment experience.
Findings
The results show that attitude, subjective norm (SN), and perceived behavioral control (PBC) have a significant relationship with investors' behavioral intention toward green investment. The moderating effect of (SMPU) supported the relationship between (SN), (PBC), and (BIGI), but (SMPU) does not support the relationship between attitude and (BIGI).
Practical implications
This study provides some implications for investment providers, service providers, and policymakers.
Originality/value
Despite the increasing global interest in climate change and its consequent opportunities and challenges for business, previous studies did not strongly emphasize green investment. So, based on the theory of planned behavior (TPB), this study sheds light on the motivational factors that may push investors' behavioral intentions toward green investment. With the increasing interest in digital transformation, the study also examined how digital platforms support (BIGI), especially in Egypt as a developing country.
Keywords
Acknowledgements
The authors sincerely thank the Editor in Chief, the associate editor, and the anonymous reviewers of the International Journal of Emerging Markets for their constructive and valuable comments and suggestions. Also, the authors would like to thank Kafrelsheikh University for its continued support.
Citation
Hemdan, W. and Zhang, J. (2024), "Investors’ intention toward green investment: an extension of the theory of planned behavior", International Journal of Emerging Markets, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJOEM-06-2023-0874
Publisher
:Emerald Publishing Limited
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