Not Every Talk Follows a Walk: the Importance of Considering Sr Investors Over General Population When Analyzing Sri Behavior

Fatima Yaqub Khan, Minerva School at KGI, USA
Sadia Yaqub Khan, The College of Saint Rose, USA
This study develops and validates segments of SR-investors of building-society based on varying SRI-selection motives. Additionally, it explores if similar segments appear when general-population is segmented on same basis. Findings support heterogeneity among SR-investors and highlight the significance of studying actual SR-investors over general population when exploring SRI.
[ to cite ]:
Fatima Yaqub Khan and Sadia Yaqub Khan (2017) ,"Not Every Talk Follows a Walk: the Importance of Considering Sr Investors Over General Population When Analyzing Sri Behavior", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 728-732.