ABSTRACT
In this chapter, we will describe and discuss motivational correlates in the framework of sustainable finance. Corroborated by a survey of 4,690 participants in five countries that measured motivational concepts, individual values, and demographic data, we shed light on the motivational framework of goal-based investments and why people should incorporate non-monetary aspects into their investment decisions. In addition to the fundamental goals of financial growth and stability, we propose that to add value to an investment product, a regulatory, superordinate goal, and value-fit must be ensured—a hyper-personalized approach. For this purpose, we examine the configuration of investment goals in terms of the basic structure and hedonic and motivational foundations. To conclude, we present implications for practitioners and open future avenues of research to enable a higher psychological fit between individual needs and financial products.
