Ethical investing is an approach to financial asset selection and management that systematically integrates non-financial, values-based criteria alongside traditional financial analysis. This concept serves as a methodological framework and research domain investigating the rationale, implementation, and implications of aligning investment decisions with ethical, social, environmental, and governance (ESG) principles. Key characteristics include the application of screening methodologies (both positive and negative), thematic investment strategies, impact-oriented approaches, and active ownership engagement. Its significance lies in its role as a mechanism for reflecting societal values in capital allocation, its influence on corporate behavior and sustainability practices, and its growing academic examination concerning financial performance, market dynamics, and ethical theory.