Dr. M. Rama 02 7(S)-ICCMT Environmental Social and Governance ESG investing has emerged as one of the most significant developments in modern financial markets Investors are increasingly considering nonfinancial factors alongside traditional financial metrics when making investment decisions ESG integration involves incorporating environmental sustainability social responsibility and corporate governance considerations into investment analysis and portfolio management processes Growing awareness of climate change social inequality corporate ethics and sustainable development has encouraged both individual and institutional investors to adopt responsible investment strategies Consequently ESG investing has evolved from a niche investment approach into a mainstream component of global financial markets The increasing emphasis on sustainable finance has transformed the way investors evaluate investment opportunities and manage portfolio risks Environmental factors such as carbon emissions resource utilization renewable energy adoption and environmental compliance have become important considerations in assessing corporate performance Similarly social factors including employee welfare diversity community engagement and human rights practices influence investor perceptions of organizational sustainability Governance factors such as board independence transparency accountability and ethical leadership further contribute to investor confidence and longterm value creation Together these dimensions form a comprehensive framework for evaluating corporate responsibility and sustainability performance Investor preferences regarding ESG integration are influenced by various economic ethical demographic and behavioral factors Some investors prioritize ESG considerations due to personal values and social responsibility objectives while others focus on the potential financial benefits associated with sustainable business practices Research suggests that companies demonstrating strong ESG performance often exhibit enhanced risk management capabilities improved stakeholder relationships and greater longterm resilience These characteristics may positively affect investment returns and portfolio stability Despite the growing popularity of ESG investing several challenges remain Inconsistent ESG reporting standards data quality concerns greenwashing practices and varying regulatory frameworks create difficulties in evaluating ESG performance accurately Understanding investor preferences and decisionmaking processes is therefore essential for promoting effective ESG integration and sustainable investment practices This study examines ESG integration in investment portfolios and investigates investor preferences regarding sustainable investing A quantitative research approach is employed to analyze the influence of environmental social and governance factors on investment decisions Statistical techniques are utilized to evaluate relationships among ESG awareness investment intentions and perceived portfolio performance The findings are expected to provide valuable insights for investors portfolio managers policymakers and financial institutions seeking to strengthen sustainable finance practices and support longterm responsible investment strategies Copyright (c) Journal of Science Engineering Technology and Management Science. All rights reserved 2026