Horn, MatthiasMatthiasHorn0000-0002-0032-908XOehler, AndreasAndreasOehler0000-0002-2858-33702026-06-192026-06-192026https://fis.uni-bamberg.de/handle/uniba/115652This study examines retail investors’ stock purchase-, hold-, and sell-decisions based on two factors: how much attention the stocks get and their environmental, social, and governance (ESG) ratings. We use Google search data, ESG ratings from five different providers, and various market indicators to account for overall climate change concerns, environmental awareness, and market sentiment. We discover that retail investors’ purchase-, hold-, and sell-decisions are related to a stock’s abnormal Google search volume, ESG ratings, returns, analyst recommendations, and market sentiment. Importantly, this study is the first to identify factors that influence retail investors’ decisions to hold or sell stocks.engAttentionESGGoogle search volumeInvestor behaviorSustainabilityarticleurn:nbn:de:bvb:473-irb-115652x