International Research Journal of Education and Technology

Sustainable investing, grounded in Environmental, Social, and Governance (ESG) principles, is gaining significant traction among younger investors worldwide. In India, Millennials and Generation Z comprise a vital demographic with increasing financial power and a growing consciousness of sustainability. This study investigates how various factors—return expectations, risk aversion, ESG awareness, influencer impact, and trust in ESG data—affect the adoption of sustainable investing practices. Data from 100 individual investors aged 18–40 were analyzed using Structural Equation Modeling (SEM). Financial literacy and accessibility to ESG products emerged as significant mediating variables. The findings offer insights for educators, asset managers, and policymakers to foster ESG investing in India.

Keywords : Sustainable Investment, ESG, Millennials, Generation Z, Investment Behaviour, Financial Literacy, India