Ethical investing is becoming increasingly attractive for investors and banks. Financial performance and reduced risk, social-ecological responsibility and a good consciousness are typically promised. However, which moral rules and considerations should actually guide an investor? This book analyses selection criteria for ethical investing and its underlying theoretical premises. It outlines the opportunities and challenges of an investment style that integrates ethical norms and values into the investment process. Investors and financial advisors will benefit from reading this book that is also a good investment for researchers and analysts in the field of sustainable investing and the ethics of finance.