THE IMPACT OF FINANCIAL ADVERTISING, FINANCIAL AWARENESS, AND SUSTAINABLE IMAGE ON INVESTMENT INTENTION: THE MEDIATING ROLE OF CUSTOMER ATTITUDE

Abstract

This study aimed to analyze the influence of financial advertising, financial awareness, and sustainable image on the investment intentions of retail investors, highlighting the mediating role of consumer attitude. The research utilizes the Theory of Planned Behavior (TPB) to explain the relationship of attitudinal, normative, and control-related factors influencing investment intentions. A quantitative research design was employed to obtain data from 521 retail investors in India through a structured questionnaire. This study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) for analysis. The results demonstrate that financial advertising, financial awareness, and a sustainable image significantly and positively impact investment intention. Customer attitude serves as a partial mediator. The report offers suggestions for financial institutions, politicians, and marketers to develop successful communication strategies, enhance financial literacy, and sustainable investment products in emerging economies. This study contributed the literature on sustainable finance and investor psychology by integrating sustainable image into the Theory of Planned Behavior framework. Moreover, this study highlighted the role attitudinal factors to influence investment behavior in an emerging market.