Building Trust on the Green Bond Market : A Qualitative Study Examining the Investors' Perspective

Abstract: The green bond market has grown rapidly in the past years but still only stands for 1 percent of the total bond market. More issuers need to issue green bonds for the green bond market to grow, and investors need to invest in new issuers. A weakness of the green bond market is that there is no universal definition of sustainability. This thesis investigates the green bond market from investors’ perspectives, focusing on the role of trust in the green bond market. The thesis is qualitative research containing eight interviews with people on pension funds, asset management firms, an insurance company, and a fixed-income institute. The interviews were supplemented with a short questionary. The main findings are that trust has a vital role in the green bond market. Trust between investors and issuers can be strengthened through increased transparency from the issuer. Issuers’ general sustainability work is essential for investors when investing in green bonds. The research identified that the green bond market growth would benefit if a third-party actor would vouch for the company’s sustainability work. A recommendation to facilitate market growth is to establish a voluntary standardized sustainability rating with clear financial incentives for the issuer. It would enhance issuers’ sustainability awareness and increase transparency for the investors as the rating would be on the issuers’ initiative.