Values over value? : Pension beneficiaries' willingness to pay for socially responsible investments and their perception of exponential growth.

Abstract: Background: As more individuals continuously become more conscious of the external influences of their decisions, integrating social and ethical criteria and perceived non-monetary value in their investment decisions, the interest in socially responsible investments (SRI) has escalated in the past decade. Reflecting this shift, the Swedish Pension Agency continuously increases the requirements and sustainability demands for the funds available in the premium pension selection. To investigate the underlying variables affecting the decision to invest socially responsibly, the authors of this thesis studied Swedish pension beneficiaries’ demographics, attitudes and beliefs.  Purpose: The purpose of this thesis is to examine the socio-demographic and psychological determinants of pension beneficiaries' and the influence of these variables on the willingness to pay for socially responsible investments. The study will additionally explore the tendency to underestimate exponential growth in one’s pension savings.  Method: The study is conducted by collecting primary data in the form of quantitative research through an online questionnaire. Based on previous research, six hypotheses are developed. This in order to investigate the relationship between willingness to pay for socially responsible investments and several socio-demographic and psychographic variables. Additionally, to examine Swedish pension beneficiaries’ tendency to underestimate exponential growth. The data collected is analysed through a multiple linear regression model and other descriptive statistics to examine if the hypotheses are rejected or not.  Conclusion: The majority of the subjects in the study are willing to pay for SRI. Gender significantly impacts the willingness to pay for SRI, as men demonstrate a lower willingness to pay than women. Furthermore, altruistic values, concern for one’s pension savings, concern for ESG-related issues (environmental, social and governance) and perceived consumer effectiveness proves to have a significant impact on the willingness to pay for SRI. Further, the sample demonstrated a definite tendency to underestimate exponential growth.