An Analytical Framework for Assessing Equity Investor Preferences in Green Technology Shares

This research paper investigates the preferences of equity investors for green technology shares, exploring the intricate interplay of personal attitude, subjective norms, and perceived behavioral control in shaping individuals' intentions to invest in companies at the forefront of green technology. Grounded in the Theory of Planned Behavior, the study employs a comprehensive theoretical framework and empirical analysis to delineate the influences of these psychological constructs. The research emphasizes the significance of the green economy and the role of green technology in fostering sustainable development, highlighting the challenges and opportunities associated with its adoption. The study not only contributes to academic understanding but also holds practical implications for policymakers, businesses, and investors seeking to navigate the evolving landscape of sustainable finance. Through a robust methodology and structural equation modeling, the research confirms positive relationships between personal attitude, subjective norm, perceived behavioral control, trust, and the intention to invest in companies with green technologies. The findings offer valuable insights for fostering a more resilient and environmentally responsible investment landscape, contributing to the broader goal of sustainable development.