Syftet med denna studie är att undersöka vad ESG har för påverkan på privatainvesterare vid investeringsbeslut. I studien undersöks även hur den socialaomgivningen och finansiella rådgivare kan påverka investeringsprocessen ienlighet med ESG.Den teoretiska referensramen består av legitimitetsteorin, the socialcomparison theory och befintlig forskning på ämnet. Studien utgår från endeduktiv ansats med induktiva inslag. En kvalitativ forskningsmetod haranvänts och datainsamling har skett via semistrukturerade intervjuer.Efter genomförda analyser av datainsamlingen framgår det att företagensattityd till ESG inte har särskilt stor inverkan på privata investerare vidinvesteringsbeslut. Förväntad avkastning är alltid högst upp påprioriteringslistan. ESG-faktorer ses framförallt som ett komplement vidinvesteringsbeslut. Av studien framgick det även att de sociala aspekterna (S)är den faktor av de tre som värderas högst. Miljöaspekter (E) värderas främstnär den potentiella investeringen ska ske i ett företag som har en starkkoppling till miljön. En bra bolagsstyrning (G) skapar en trygghet förinvesteraren men är väldigt sällan en avgörande faktor. Fortsättningsvispåvisar studien att den sociala omgivningen påverkar en privat investeraresbeslut. I den sociala omgivningen är det närstående personer som har störstinverkan. Finansiella rådgivares påverkan på investeringsprocessen är låg dåförtroende ofta saknas. / The purpose of this study is to examine the impact of ESG on individualinvestors investment decisions. The study also investigates how the socialenvironment and financial advisors can influence the investment process inline with ESG.The theoretical framework consists of legitimacy theory, the socialcomparison theory and existing research on the subject. The study adopts adeductive approach with elements of an inductive approach. A qualitativeresearch method was applied and data collection was conducted throughsemi-structured interviews.After analyzing the collected data, it appears that a company's attitudetowards ESG does not have a significant influence on individual investors'investment decisions. Expected returns always rank highest on individualinvestors' priority list. ESG-factors are primarily seen as a supplementaryconsideration in investment decisions. The study also reveals that the socialaspects (S) are the most valued among the three factors. Environmentalaspects (E) are particularly prioritized when investing in companies withstrong environmental ties. A well-managed governance (G) provides a senseof security for investors but is seldom a decisive factor. Furthermore, thestudy demonstrates that the social environment influences the investmentdecisions of individual investors, with close acquaintances having the mostsignificant impact. The influence of financial advisors on the investmentprocess is low, often due to a lack of trust.

Sustainability is not a new concept to the financial markets, but its popularity and wider use have increased as people have grown more concerned about the future of this planet. However, the relationship between sustainable investments and financial performance is not clear. One of the most used measures of sustainability is the concept of ESG score, where E, S and G stand for environmental, social and governance. In this study, we investigate the relationship between ESG score and financial performance, both market and accounting based. We also separate the score into its individual parts E, S, and G, and try to distinguish which factor has the strongest relation to financial performance. To evaluate the relationship, a regression analysis was performed on a sample of Nordic stocks and the Sustainalytics ESG rank. Our findings concluded no significant relationship between ESG score and financial performance, neither market nor accounting based. The environmental factor (E) showed the strongest relation to financial performance, however slightly negative and only significant to one dependent variable out of three. Our results indicate that based on the ESG score used in this study, no conclusions can be drawn about financial performance. Since our research does not indicate a significant relationship, our recommendation is to invest in the highest ESG ranked stock in case of choosing between two otherwise similar stocks. / Hållbarhet är inget nytt koncept inom finans, men dess popularitet och användning har ökat kraftigt. Dock är det fortfarande oklart hur hållbara investeringar förhåller sig till lönsamhet och avkastning. En av de mest använda hållbarhetsmåtten är ESG, som står för environmental, social and governance. I denna studie undersöker vi relationen mellan ESG-mått och lönsamhet, både marknads- och resultatbaserad. Vi delar också upp ESG i sina tre komponenter E, S, och G för att undersöka vilken faktor som har den starkaste relationen till lönsamhet. Detta görs genom en regressionsanalys med paneldata från ett urval av nordiska aktier och Sustainalytics ESG-mått. Vårt resultat visar ingen signifikant relation mellan ESG-mått och lönsamhet. Komponenten E visar den starkaste relationen till lönsamhet, ett signifikant och något negativt samband, men endast till en av tre responsvariabler. Vårt resultat indikerar således att inget samband verkar finnas mellan lönsamhet och dessa ESG-mått. Eftersom vår studie inte visar på något signifikant samband, blir vår rekommendation att investera i den aktien med högst ESG-mått, om man skulle välja mellan två annars lika aktier.

Bakgrund: Under de senaste åren har svenska investerares intresse för hållbara investeringar ökat. Tidigare studier har genomförts för att identifiera vem den hållbara investeraren är, varför de väljer att investera hållbart och hur de går till väga. Däremot finns det fortfarande behov av vidare forskning på den svenska marknaden varav en kunskapslucka identifierats. Syfte: Syftet är att via en kvantitativ studie undersöka vilka demografiska faktorer som kännetecknar svenska, hållbara investerare. Studien ämnar även att undersöka vilka motiv och tillvägagångssätt som ligger till grund för hållbara investeringsbeslut på den svenska finansmarknaden. Metod: Studien har tillämpat en kvantitativ metod, deduktiv ansats, och en ickeexperimentell tvärsnittsdesign. Det empiriska materialet samlades in via en digital enkätundersökning via ett bekvämlighetsurval. Undersökningen resulterade i totalt 469 användbara svar som sedan analyserades via regressionsanalyser. Resultat: För de demografiska faktorerna är det endast kön som har ett 5 procent signifikant samband med den beroende variabeln. Resultatet visar även att samtliga undersökta motiv och tillvägagångssätt, med undantag för flockbeteende, har ett 5 procent signifikant samband med den beroende variabeln. Slutsats: Ambitionen med studien var att öka förståelsen för hållbara investeringar från den privata investerarens perspektiv. Således har studien bidragit med en förståelse för vem den svenska, hållbara investeraren är, hur den går till väga och varför den investerar hållbart. / Background: In recent years, Swedish investors have shown an increasing interest in sustainable investments. Previous studies have been conducted to identify who the sustainable investor is, why the investor chooses to invest sustainably and what strategy he or she uses. However, there is a need of further research in the Swedish market, whereof a knowledge gap has been identified.  Purpose: The purpose of this study is to investigate what demographic factors that characterize Swedish, sustainable investors. The study also intends to examine the motives and strategies used in the sustainable investment decision. Methodology: The study has applied a quantitative method, deductive approach, and a non-experimental cross-sectional design. The empirical material was conducted via a digital survey based on convenience sampling. The survey resulted in a total of 469 useful responses which were then analyzed via regression analyzes. Results:  The result shows that the demographic factor gender is the only independent variable with a 5 percent significant impact on the dependent variable. The result also shows that all examined motives and strategies, with the exception of herding, have a 5 percent significant impact on the dependent variable.  Conclusion: The aim of the study was to increase the understanding of sustainable investments from the perspective of the private investor. Thereby, the study contributes with an understanding of who the Swedish, sustainable investor is, what strategy the investor uses and why the investor invests sustainably.

In March 2018 the European Commission published the Action Plan on Financing Sustainable Growth. One of the main objectives with the actions presented in the action plan is to reorient capital flows towards sustainable investments, i.e. to influence more investors to invest sustainably. The action plan was followed by three proposals for transparency regulation regarding an EU taxonomy on sustainability, sustainability benchmarks and sustainability disclosures. Furthermore, the action plan included actions regarding two other transparency measures – sustainability labels and sustainability ratings. The first purpose of the thesis is to investigate if transparency regulation in the EU can be used as a tool to influence investors to choose sustainable investment funds. One of the main aims of the actions presented in the Action Plan on Financing Sustainable Growth, as well as the accompanying regulation proposals, is to reorient capital flows towards sustainable investments, i.e. to influence more investors to invest sustainably. In light of this, the Commission’s three proposed transparency regulations, as well as the concept of sustainability labels and ratings, are used as a basis for the investigation. The second purpose of the thesis is therefore to critically review the three regulation proposals and the concept of sustainability labels and ratings in order to gain an understanding of how different transparency measures can influence investors to choose sustainable investment funds. The transparency regulations and measures are analysed and critically reviewed in light of their objective to influence more investors to invest sustainably. A behavioural economics perspective, as well as consumer behaviour theories and decision-making models, are applied in order to analyse the transparency regulations and measures from an external perspective. Based on the analysis there are many indicators that transparency regulation can be used as a tool to influence investors to choose sustainable investment funds. However, to what extent transparency regulation can influence investor behaviour varies depending on which transparency measures are used and how they are designed. Sustainability benchmarks seem to have the least potential to influence investor behaviour, while the EU taxonomy on sustainability and sustainability labels seem to have the best potential to influence investor behaviour.

This thesis brings together two responses to the question ‘how can the law extend the timeframe for environmentally relevant decision-making?’ The first response is drawn from the context of institutional investment, and addresses the timeframe and breadth of environmental considerations in pension fund investment decision-making. The second response is related to the context of public environmental decision-making by legislators, the judiciary, and administrators. Three themes underlie and bind the thesis: the challenges to decision-making posed by the particular temporal and spatial characteristics of environmental problems, the existence and effects of short-termism in a variety of contexts, and the legal notion of the trust as a means for analysing and addressing problems of a long-term or intergenerational nature. These themes are borne out in each of the four substantive chapters. Chapter III sets out to demonstrate the theoretical potential of pension funds to drive the reduction of firms’ environmental impact, and, focusing particularly on the notion of fiduciary duty, explores the barriers that stand in their way. Chapter IV provides a practical application of the theoretical recommendations outlined in its predecessor. It provides a framework outlining how pension funds might implement a longer term, more sustainable approach to investing. The second half of the thesis, operating in the context of public environmental decision-making, is centred upon a particularly poignant legal notion with respect to the environment and time: the concept of intergenerational equity. Just as the first half of the thesis deals with the timeframes relevant to investment decision-making by pension funds within the bounds of fiduciary duty, largely a private law affair with public implications, the second half of the thesis is concerned with the principle of intergenerational equity as a means for extending the decision-making timeframe of legislative, judicial and administrative decision-makers. As previous analyses of the concept of intergenerational equity provide little insight into its practical implications when applied to particular factual situation, Chapter V sets out the structure of the principle of intergenerational equity as revealed by case law. Chapter VI brings together the issues from the first three papers by conceptualising intergenerational equity in resource management as an issue of long-term investment. Long-term environmental decision-making faces many obstacles. Individual behavioural biases, short-term financial incentive structures, the myopic pressures of the electoral cycle and the tendency of the common law to reinforce the (often shorttermist) status quo all present significant barriers to the capacity of both private and public decision-makers to act in ways that favour the longer term interests of the environment. Nonetheless, this thesis argues that there is reason for hope: drawing upon the three themes that underlie all of the substantive Chapters, it articulates potential legislative changes and recommends the adoption of particular governance structures to overcome barriers to long-term environmental decision-making.