Not everybody wants to save the world

A consumer lens is used to examine investing behavior in this study. The study focuses on the importance given by investors to their economic and social investing goals (SIG). This approach redirects managerial attention from the investment to the investor and investing goals. The study finds that differences in environmental attitude, social investing efficacy, materialism, religiosity and protected values can explain disparities in investing goals. The findings suggest a segmentation approach based on differences in antecedent effects and economic and SIG. © 2009 Palgrave Macmillan.