Nowadays the so-called ESG investment funds are becoming increasingly popular in the world. There was a huge increase in the number of sustainable funds managed in Hungary too in 2020, so in the present paper I will examine the attitude of the Hungarian population toward this financial instrument. My goal is to explore the main obstacles and the potential drivers in the development of the market and to compare the results with relevant studies. I will use a decision tree and hierarchical clustering algorithms in order to find the characteristics of the target market. As a result, I will shed light on the fact that the main restraining factors are the lack of information and recommendations from financial providers. According to my research Hungarians are sensitive to environmental factors and the good performance of ESG funds compared to traditional ones can be an important aspect in their investment decisions. In defining the target group, the individual’s demographics proved to be less influential, rather the basic attitude and perceptions toward ESG investments are the important factors.