Ethical investor is the one who prefers to engage money in corporate that gives importance to social activities, takes care of environmental policies while producing products and follows all corporate governance rules to promote transparency. Ethical investment has features that combine investor’s personal values and social concerns with their intention to invest. The concept of ethical investment originated from North American and European countries is now spreading in other developed and developing countries also (McLachlan & Gardner, 2004). There are various indices such as Dow Jones Sustainability index, S & P 500 ESG index, Nifty 100 ESG index and Nifty 100 enhanced ESG index which includes companies based on their ESG score. Present research focuses on examining the perception of investors towards ethical investment and factors affecting their investment decision. The study is primary in nature where data collection is done from investors of Noida region. It was found that although investors are aware about ethical investment and they are socially responsible, however returns, profitability, dividend etc play major role in investment decision making.