In this revealing book Peggy Chiu argues against the common belief that maximizing wealth is the primary concern of ordinary small shareholders when they make their share-buying decisions. This fascinating in-depth study of small shareholders provides both theoretical and empirical insights into their personal values and attitudes to corporate social responsibility (CSR). The author establishes that personal values are a major influence on decisions about the type of investments people make and about which companies they choose to invest in. Financial risk and return are far from being the...