ABSTRACT
This chapter focuses on the role values play in the share-buying decision process of shareholders. It shows how individual shareholders perceive the qualities of directors and issues of corporate responsibility in terms of their personal values; and how these values influence the choice of companies they invest in. The chapter examines the link between the guiding values shareholders consider as important for themselves and the values they expect to be held by company directors. It discusses how shareholders connect their own values with the responsibilities they believe corporations should demonstrate towards stakeholders. Both the narratives and the statistical findings analysed in this inquiry provide insights into the interplay between shareholders' self-oriented values and others-oriented values when they decide on their target companies. To offer an insight into shareholders avoidance attitudes, a comparison between the responses of shareholders in Phase Two and those in Phase One is made.
