• Preethi. M
• Tejas

Environmental, Social and Governance (ESG) considerations are increasingly becoming relevant to investment decision-making as investors look beyond conventional financial indicators. This study examines the influence of ESG factors on the investment decisions of individual investors in Mysore and Bangalore. Primary data were collected from 110 respondents through a structured questionnaire using a five-point Likert scale. Environmental, social and governance dimensions were examined as independent variables, while investment decision-making was treated as the dependent variable. Percentage analysis, multiple linear regression and ANOVA were employed to evaluate investor perceptions and the significance of ESG factors. The findings indicate that ESG factors significantly influence investment decision-making. Governance emerged as the strongest predictor, followed by environmental and social factors. The regression model explains 88.27% of the variation in investment decision-making. However, investors continue to consider ESG alongside financial returns, while inconsistent ESG information and variations in ratings remain important barriers. The study highlights the need for clearer disclosure and improved ESG literacy among retail investors.

ESG, Retail Investors, Investment Decisions, Sustainability, Governance

"Environmental, Social and Governance (ESG) Factors and Individual Investment Decision-Making: An Empirical Study of Retail Investors ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 9, page no.b175-b180, September-2026, Available :http://www.jetir.org/papers/JETIR2609120.pdf

"Environmental, Social and Governance (ESG) Factors and Individual Investment Decision-Making: An Empirical Study of Retail Investors ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 9, page no. ppb175-b180, September-2026, Available at : http://www.jetir.org/papers/JETIR2609120.pdf