Purpose of the Study: This study investigates the factors influencing “Understanding ESG in Financial Choices” by examining the impact of various behavioural and perceptual variables related to ESG (Environmental, Social, and Governance) investing. The goal is to identify the key determinants that shape individuals' comprehension of ESG principles in their financial decision-making. Methodology: The research utilizes a structured questionnaire as the primary instrument, targeting a sample of the general population. A total of 130 questionnaires were distributed, with 126 valid responses collected through simple random sampling. The questionnaire measured the dependent variable, Understanding ESG in Financial Choices, alongside nine independent variables: Confidence in ESG Impact on Investments, Likelihood of Social/Environmental Investing, Consideration of Sustainability in Decisions, Importance of Values-Aligned Investments, Perceived Financial Gain from ESG, Perceived Lack of ESG Knowledge, Concern over Financial Environmental Trade-Offs, ESG Investment Allocation and Priority of ESG in Investment Choices. Statistical Analysis: Linear regression analysis was applied to assess the predictive power of the independent variables on the dependent variable. This approach helped identify which factors significantly contribute to ESG understanding among respondents. Major Findings: The analysis revealed that Confidence in ESG Impact on Investments and Likelihood of Social/Environmental Investing were the most significant predictors, both positively influencing ESG understanding. However, Consideration of Sustainability in Decisions had a significant but negative effect on ESG comprehension, suggesting a disconnect between sustainability considerations and ESG knowledge. These findings suggest that ESG understanding is driven by specific attitudes, highlighting areas for improved communication and education in sustainable investing.