Are Investors Willing to Sacrifice Cash for Morality?

  title={Are Investors Willing to Sacrifice Cash for Morality?},
  author={R. H. Berry and Fannie Yeung},
  journal={Journal of Business Ethics},
The paper uses questionnaire responses provided by a sample of ethical investors to investigate willingness to sacrifice ethical considerations for financial reward. The paper examines the amount of financial reward necessary to cause an ethical investor to accept a switch from good ethical performance to poor ethical performance. Conjoint analysis is used to allow quantification of the utilities derived from different combinations of ethical and financial performance. Ethical investors are… 

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