Pava and Krausz (1996) emphasised the recurrent and paradoxical finding that generally, socially responsible firms have shown financial performance at least on a par, if not better, than other firms. They discussed that investors are unwilling to pay a premium for corporate behaviour or ‘socially-responsible behaviour’. Social Investment Forum reported that at least 538 institutional investors now allocate funds using social screens or criteria. They examined the long-term financial performance of two comparable groups of 53 firms to a control sample matched by both industry and size in two time periods (1985-1987 and 1989- 1991). The study used 16 traditional financial statement variables after examining market-based measures of performance, accounting-based measures of performance and measures of risk.