Following the global financial crisis, Environmental, Social, and Governance discretion in stock market investment decisions has become necessary for sustainable development. Environmental, Social, and Governance consider investing qualities such as accountability, risk minimization, and long-term return. This study investigates how individual stock market investors perceive and are aware of Environmental, Social, and Governance concerns, as well as how the purpose of an investment influences how judgments are made regarding it. The study’s sequential mixed research methodology begins with an interview and progresses to a cluster and snowball sampling procedure for a survey of stock market investors. The study’s findings show how the Environmental, Social, and Governance factor moderates investment decisions, with implications for managers, investors, and regulators. Investors will be assured a long-term return on investment as well as accountability to the environment, society, and economic equilibrium, which could lead to sustainable development. It is also recommended that future research be performed in various states and countries with diverse causes and conceptions.