Title: The uncharted nexus: exploring the mediating role of green attitude in the influence of financial knowledge and personality traits on green investment decisions

Authors: Hari Prapan Sharma; Tanushree Gupta; Akash Kumar Srivastava; Nitin Sharma

Addresses: Institute of Business Management, GLA University, Mathura, Uttar Pradesh – 281406, India ' Department of Management and Business Studies, GL Bajaj Institute of Technology and Management, Greater Noida, Uttar Pradesh – 201306, India ' IIMT College of Management, IIMT Group of Colleges, Greater Noida, Uttar Pradesh – 201310 India ' Department of Management, Greater Noida Institute of Management, Greater Noida, Uttar Pradesh – 201310, India

Abstract: This study addresses a key research gap: the combined influence of financial knowledge and personality traits on green investment behaviour, particularly within the Indian context. We investigate the mediating role of green attitude in this relationship, using a cross-sectional survey of 422 Indian respondents. Results show that financial literacy and green subjective norms significantly and positively predict green attitudes, a novel finding. However, personality characteristics showed an unexpected, insignificant negative effect. We also found that financial literacy and green subjective norms influence financial self-efficacy, which in turn positively shapes green investment attitudes. These findings extend the theory of planned behaviour to green finance, underscoring the pivotal role of attitude as a psychological mediator. From a practical perspective, our research offers policymakers and financial advisors valuable insights into cultivating positive green attitudes and encouraging sustainable investment behaviours through enhanced financial literacy and the leverage of social norms.

Keywords: financial knowledge; personality traits; green investment behaviour; financial efficacy; financial literacy.

DOI: 10.1504/IJBPIM.2025.151623

International Journal of Business Process Integration and Management, 2025 Vol.12 No.4, pp.320 - 335

Received: 17 May 2025
Accepted: 06 Oct 2025
Published online: 10 Feb 2026 *

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