This research distinguishes “greenwashing” from “greenwinning,” arguing that transparent, audited ESG data reduces uncertainty and lowers financing costs. It shows how inconsistent ESG ratings create a “trust tax,” increasing risk. By making sustainability measurable, markets can allocate capital more efficiently toward genuinely responsible and high-performing companies.

This research examines how CEO personality influences environmental decoupling, where companies misalign environmental claims and actions. Using the Big Five framework and machine learning on CEO communications, it identifies traits linked to such behavior. Findings aim to improve corporate governance by helping stakeholders select leaders committed to genuine sustainability.