TY  - JOUR
AB  - Socially responsible investment (SRI) has gained importance as about one out of eight US dollars is currently invested based on screening in the USA. However, European private investors are generally much more reluctant to invest in shares, and in Austria, only 7 percent of private households hold shares. There is nevertheless some interest in “green shares” (a sub‐class of SRI comprising shares that are screened for their least impact on the environment) as a representative survey recently exhibited that 8 percent of respondents were definitely interested in holding “green shares”. Econometric estimates of an empirical model explaining the respondents' willingness to invest in green shares showed that education, income, environmental awareness and the expected profit are the main explanatory variables. Based on these results, conclusions are drawn regarding marketing strategies for “green shares”. In particular, credibility both regarding financial aspects (competitive return), and environmental and social criteria have to be guaranteed to make more consumers interested in investing in green shares.
VL  - 22
IS  - 4
SN  - 0265-2323
DO  - 10.1108/02652320410542545
UR  - https://doi.org/10.1108/02652320410542545
AU  - Getzner Michael
AU  - Grabner‐Kräuter Sonja
PY  - 2004
Y1  - 2004/01/01
TI  - Consumer preferences and marketing strategies for “green shares”: Specifics of the Austrian market
T2  - International Journal of Bank Marketing
PB  - Emerald Group Publishing Limited
SP  - 260
EP  - 278
Y2  - 2024/09/23
ER  -