Modern society is faced with the complex and intractable challenge of global warming, along with other environmental issues that could potentially alter our way of life if not managed properly. Is it possible that financial markets and equity investors could have a huge part to play in the transformation towards a greener and more sustainable world? Previous studies about investment strategies regarding sustainability have for the most part been centered around possibly less objective ESG-scores or around carbon and GHG-emissions only, with little or no consideration for water usage and waste management. This thesis aims to amend to the previous work on carbon reducing strategies and ESG-investing with the addition of water usage and waste management, especically using raw data of these measures instead of ESG-ratings. Index replicating portfolios have become more and more popular as it proves harder and harder to beat the index, offering good returns along with cheap and uncomplicated portfolio construction and management. In a trending market, the fear of missing out and the demand for market return can make an index replicating strategy a way for investors to have market exposure but still remain diversied and without confusion about which horses to bet on. This thesis studies the relationship between tracking-error and the increase of sustainability in a portfolio through reduction of the intensity of carbon emissions, water usages and poor waste management. To be able to make a fair comparison, these measures are normalized by dividing each measure by the reported annual revenue. These three obtained intensities are then implemented individually, as well as all together into index replicating portfolios in order to study the effect from decreasing them. First and foremost we study the effect on the tracking-error, but also the effects on returns and volatility. We also study the effect on liquidity and turnover in the portfolios to show that it is possible to implement extensive sustainability increasing methods into an index replication equity portfolio. We follow the UCITS-directory to avoid overweightin specic companies and only allow the portfolios to overweight a sector with maximum 2%, in order to avoid an unwanted exposure to sectors with naturally lower intensities. The portfolios are obtained by using a multi-factor risk model to predict the expected statistical behaviour in relation to the chosen factors. Followed by applying Markowitz Modern Portfolio Theory through a convex optimization problem with the objective function to minimize tracking-error. All displayed portfolios had stable and convex optimization and were compliant with the UCITS-directory. We limited our study to only North American stocks and chose the index "MCSI NA" to replicate. Only stocks that were a part of the index were allowed to invest in and we did not allow negative weights for any stocks. The portfolios were constructed and backtested for the period 2014-12-01 until 2019-03-01 with rebalancing quarterly at the same points in time that the index is rebalanced by MCSI. We found that it was possible to implement extensive sustainability considerations into the portfolios and still keep a high correlation with the index whilst keeping low tracking-errors. We believe that most index replicating investors should be able to implement reductions of above mentioned intensities of about 40-60% without compromising tracking-errors,returns and volatility too much. We found evidence that during this time and in this market our low-intensities portfolios would have overperformed the index. We also found that returns increased and volatility decreased as we increased the reduction of each individual measure and all three collectively. Reducing carbon intensity seemed to drive positive returns and lower volatility the most, but we also observed apositive effect from reduction of all intensities. Our belief before conducting this study was that sustainability should have a negative effect on returns due to the limitation of the feasible area of investing. This motivated us to build portfolios with intent to makeup for these lesser returns and hopefully "beat the index". This failed in almost all cases and the only way we were able to beat the index were through implementing sustainability in our portfolios.

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.