Analysis of Driving Factors and Action Path of Green Investment Behavior of Individual Investors

Abstract

Green finance plays a key role in the process of achieving the dual carbon goals in China. China's capital market is dominated by individual investors, so studying their green investment behavior has a relatively complete theoretical value for effectively playing the incentive mechanism of green finance, and also has important practical significance. First, based on literature research and a questionnaire survey, this paper obtains and screens the driving factors of individual investors' green investment behavior. Secondly, using Logistic regression and other methods, we identified the impact of the herding effect, local preference, environmental awareness, media information, residential environmental pollution level, policy factors, corporate image, and green investment willingness on investment behavior. Thirdly, the structural equation model is used to test the action path of the driving factors, and six significant influence paths exist among the eight factors. Finally, according to the research conclusions, we propose corresponding policy recommendations at the individual, company, and national levels to improve the green investment behavior of individual investors.