Profiling ethical investors

In the previous chapter we highlighted the important growth experienced by SRI especially remarkable after the 2008 financial crisis. In this context of growth it is important to know the profile of the important emerging group of investors willing to invest with social responsibility criteria, especially in countries like Spain, where this kind of investment is still marginal compared with countries like Australia which has a long SRI tradition. This chapter presents the results from a study designed to examine financial preferences, social, environmental, governance and ethical concerns and, socio-demographic characteristics and motivation of socially responsible investors. Based on an international online survey we analyse the degree of influence of a number of socio-demographic variables on the propensity for being a socially responsible investor. The study can be of great value for marketing researchers, institutional investors and fund managers attempting to identify those investors more receptive to SRI products. The information can also be used by advertising researchers to develop effective advertising campaigns.