FROM AWARENESS TO ACTION: PENGARUH KESADARAN GREEN ACTION DAN CSR TERHADAP KEPUTUSAN INVESTASI INVESTOR MUDA

Abstrak

Abstract This study investigates the influence of green action awareness and Corporate Social Responsibility (CSR) on the investment decisions of young investors. With the growing emphasis on sustainable investing, understanding the factors driving investment preferences toward environmentally and socially responsible instruments is crucial. This research explores the relationship between investors' awareness of green initiatives, their perception of corporate CSR efforts, and their inclination to invest in sustainable assets. This research is based on data processing using the multiple linear regression method through the JAMOVI software. Employing a quantitative approach, this study analyzes data collected from a sample of young investors in Jakarta with age ranging between 18-25 years old and successfully collects 108 respondents who meet the criteria. The findings reveal a significant positive correlation between green action awareness, CSR perception, and sustainable investment decisions. These results highlight the increasing importance of environmental and social considerations in shaping the investment strategies of the younger generation, suggesting a shift towards a more sustainable and responsible investment landscape. The implications of this research are relevant for companies seeking to attract young investors and investment professionals adapting to the evolving preferences of the next generation of investors.