Do ethical investors want purity or effectiveness? An exploratory study on the ethical preferences of mutual fund investors

This article relates the result of an exploratory survey aimed at better understanding the ethical preferences of individuals invested in so-called ethical or socially responsible investment (SRI) profiled mutual funds. In order to get an insight into the moral preferences of investors, a range of questions and dilemmas were formulated to determine respondents' agreement with one of two more stringent philosophical perspectives: the moral purity and moral effectiveness perspectives. Our results indicate that investors support both perspectives but have difficulties in choosing between them in ethical dilemmas. For financial services providers, this confusion among investors represents a major challenge in setting up and managing an ethical or socially responsible investment service. In essence, providers are faced with the task of deciding which strategies and methods that should be used in the ethical investment service, even though many customers may not know which ones they prefer. © 2015 Macmillan Publishers Ltd.