Investment decisions have traditionally relied on financial parameters such as profitability ratios, liquidity measures, and valuation metrics. However, the increasing complexity of markets and growing emphasis on sustainable value creation have shifted attention toward non-financial indicators. This research examines the relative importance and interplay of both financial and non-financial parameters in guiding investment choices. The study analyses how conventional financial metrics—return on investment (ROI), earnings per share (EPS), debt-equity ratio, and cash flow stability—compare with non-financial factors including corporate governance, environmental and social responsibility, innovation capability, and leadership effectiveness. Using a mixed-method approach, the research evaluates investor preferences, the predictive power of non-financial indicators, and their collective impact on long-term firm performance. Findings suggest that while financial parameters remain fundamental for assessing short-term viability, non-financial parameters play a critical role in predicting sustainable growth and reducing investment risk. The study concludes that an integrated evaluation framework combining both categories significantly improves the quality and accuracy of investment decisions.