Abstract: This study investigates investor perceptions of sustainability and ethical considerations in stock trading within the state of Odisha, India, utilizing a mixed-methods research design. Through a comprehensive analysis of both quantitative survey data and qualitative insights gathered from interviews and focus group discussions, the research explores the levels of investor awareness, decision-making processes, and contextual influences shaping investment behavior. Findings reveal a nuanced interplay of financial considerations and socio-economic and environmental factors, influenced by the distinctive characteristics of Odisha......
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