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Bachelor Thesis from the year 2018 in the subject Business economics - Investment and Finance, grade: 1,7, University of Münster, language: English, abstract: The aim of this literature-based bachelor thesis is not only to prove the existence of a willingness to pay for social responsibility, but also to highlight significant factors that influence individual behaviour. First, two decision-making concepts will be described. Afterwards, the willingness to pay for social responsibility will be analysed, comparing both the consumer perspective and the investor perspective. This procedure allows a greater understanding and comparison of human behaviour in different situations. Even though both perspectives will be discussed, the main focus of this thesis lies on the investor perspective. Therefore, the loyalty of socially responsable investors, the principles of investing and the influencing factors on investor¿s SRI behaviour will be analysed in more detail.