Market Agents' Social Representations of SRI
In August 2008, exploratory expert interviews were conducted with 94 financial investors and executives of the New York financial community on their perception of SRI. The semi-structured interviews featuring open-ended questions and collected free associations on SRI. The categorization of the contents sheds light on investors' and fiduciaries' interpretation of SRI. A core-and-periphery analysis depicted the main and emerging contents of the common body of knowledge on SRI. Investors and financial fiduciaries are ambiguous about SRI. While they attribute profitability, long-term perspectives, and innovative future potential with SRI, the majority of respondents also revealed knowledge deficiencies regarding the disparate branches of SRI. At the same time, SRI evoked efficiency considerations, fiduciary responsibility predicaments, and associations about losses of degrees of freedom. SRI is seen as a market-dependent and volatile niche market option. Future improvements for SRI must raise SRI's effectiveness in addressing social deficiencies and create a higher degree of accountability.