To ensure the sustainable development, the sustainable capital market comes into picture as companies require substantial amount to develop or implement the green initiatives. The main purpose of this study is to examine the motivational factors to trust and trust to the intention to invest in the green initiatives companies among Malaysia retail investors. Partial least square modelling technique is employed to perform the data analysis. The findings suggested that the greater control as perceived by investors, the greater the trust towards investing in green initiatives companies. The element of trust appeared to be critical to encourage investors to invest in companies with green initiatives. In other words, trust has become the key component to ensure the sustainable capital among the green initiatives companies. Hence, the finding suggested the companies' management to promote the green incentive activities to create awareness among the investors. Finally, collaboration between companies and policy makers played an importance role in encouraging investment among investors towards green initiatives companies.
Keywords: Perceived behavioural control; Personal attitudes; Subjective norm; Theory of planned behaviour model; Trust.
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