This study examines how Swedish forest industry firms assess capital investments by integrating financial and non-financial considerations. Based on in-depth interviews with senior managers from ten forest companies, this qualitative approach identifies a multidimensional evaluation approach that incorporates strategic, environmental, and social aspects alongside conventional financial metrics. The findings reveal that investment decisions are influenced not only by economic rationale but also by behavioral factors such as cognitive biases and perceived risk, providing empirical support for Prospect Theory in an industry-specific context. The study contributes to the literature by proposing an integrated capital investment assessment framework, highlighting the need for holistic, context-sensitive decision models in sectors with strong environmental and stakeholder interdependencies.