Despite of Germany’s increasing importance as one of the fastest growing retail markets of socially responsible investments (SRI), research on German individual socially responsible investors has been widely neglected. As a consequence, little knowledge about the German ethical investor exists. Essential unaddressed questions in that regard are: How do socially responsible investors differ from conventional investors? Which socio-demographic and psychographic factors can best predict the two investor types? And based on those findings, which managerial recommendations can be given to financial service companies? The author Jan André Zacke aims to seek answers for the posed questions by conducting a comparative analysis of conventional and socially responsible investors. Correspondingly, he develops a theoretical model in order to identify socio-demographic, attitudinal and behavioural factors which distinguish both investor types. In conclusion, managerial recommendations are given. The book is not only recommendable for researchers and decision makers of the financial industry but also for students, marketers and business people with an interest in the growing importance of SRI.