An analysis of moral intensity, intention and socially responsible investment behaviour among fund managers of Malaysian unit trust companies

This study examines the impact of moral intensity on perceived socially responsible investment (SRI) behaviour. Questionnaires have been distributed to 320 fund managers. On a scrutiny of the sent-in questionnaires, it has been found that only 73 are fit for further processing. Structural equation modelling analysis showed the goodness of fit for the model indicating the appropriateness of the use of instrument and measurement. The analysis found that perceived potential benefit has a significant and positive direct effect on perceived SRI behaviour. Besides, it has a significant and positive indirect effect on perceived SRI behaviour through intention variable. However, the study found no evidence to support the influence of perceived social pressure. Even though limited by a lower response rate, the study's outcomes provide good understanding on the interaction of moral intensity components, intention and behaviour in the context of socially responsible investment in emerging economies like Malaysia.