This study examines the gap between intention and action in investment behaviour, focusing on individuals with stable incomes who recognise the potential benefits of investing but have not yet begun.
Building on insights from behavioural economics, psychology, and research on financial well-being, the study investigates how psychological, social, and cultural contexts shape investment decisions. The research combines a review of existing literature with qualitative interviews conducted with 26 participants across 12 countries who have regular income but no prior investment experience. The findings identify a framework of four underlying needs that influence whether intention translates into action: cognitive clarity, social scaffolding, safety and protection, and impact expectations and alignment. Together, these needs suggest that enabling first-time investment is not primarily a matter of providing more information. Instead, individuals require a clear and credible pathway that makes the first step feel understandable, socially supported, safe, and meaningful.