Säljes: En Mindre Ohållbar Framtid - En kvantitativ studie om vilka faktorer som påverkar konsumenters uppfattning om hållbarheten i fonder

Detta är en C-uppsats från Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

Sammanfattning: Swedish consumers can choose from a large range of savings options, where historically, households have had significant savings through an occupational pension and in stocks and funds. Financial behaviors and financial strategies, like other forms of consumption, change in conjunction with societal trends. A recent global trend within fund management is the evolution of "sustainable funds". However, difficulties on what comprises a sustainable fund can be observed on the Swedish fund market as there is no clear definition of what a sustainable fund is required to be and reporting guidelines regarding the funds' sustainability information are ambiguous. A quantitative study, through the use of a questionnaire, has been conducted with the aim of understanding the respondents' attitudes to personal finance with a focus on attitudes and perceptions regarding sustainable fund savings. Two currently available sustainability ratings, Svanen and Morningstar Sustainability Rating, have been tested in order to understand how these affect the respondents' perception of the level of sustainability of a fund. Based on the results, it can be concluded that the market for sustainable funds would be more effective through, among other things, more coherent sustainability ratings. A development of the rating methodologies could lead to better sustaninable fund products through greater transparency and thereby higher demands for sustainable funds.

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