To meet our present needs without compromising future generations, we need more firms with sustainable business model (SBM). However, these firms will flourish only if there are investors using financial, social, and environmental criteria in their decision-making process. To understand why invest in SBM startups, and the difference among investors that make socially responsible investment (SRI) and non-SRI, the first author participate-as-observer in an accelerator, including decision meetings about which startups to invest. We also interviewed investors of both types and collect secondary data about interviewees to validate our findings. We find that SRI investors have concerns about inequity, society, and environment, mostly because of their life history, leading to an other-regarding approach when investing, but also considering there is a better way to make business, meaning that SRI is a virtue and a practice to excel. In the other hand, non-SRI investors want to achieve financial gains, through an opportunity-seeking behavior, learn about new technologies and business models, and networking, increasing their opportunities and connections, indicating a self-interest approach. However, some non-SRI may perceive SRI as a virtue and decide to invest in SBM to achieve the good, indicating a mimetic behavior. Background play an important role as an antecedent on investment decision, and studies that evaluate other-regarding should consider individuals history. Finally, we identify that virtue and moral values play a significant role on SRI decision-making process. Future research can evaluate how background, other-regarding, and virtue can improve game, action, and behavioral theories.
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