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ESG Aversion: Experimental Evidence on Perceptions and Preferences

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  • Ye Zhang
  • Eric Zou

Abstract

We develop an experimental framework to identify the belief-based and taste-based drivers of demand for Environmental, Social, and Governance (ESG) partnerships. Our study implements two symmetric experiments with real startup founders and venture capital (VC) investors, who evaluate hypothetical profiles under the understanding that their responses will inform an algorithm generating personalized real-world matches. We find a significant ESG penalty: profiles randomly labeled with ESG attributes receive substantially lower collaboration interest from both founders and VCs. This penalty is primarily driven by negative performance beliefs—ESG-labeled profiles are perceived as less profitable and less accessible. To isolate taste-based preferences, we further implement a willingness-to-pay experiment in which participants may forgo part of a lottery reward to receive additional match recommendations of comparable quality. Participants randomly offered ESG-oriented recommendations are now significantly more likely to pay, revealing a latent preference for ESG once performance concerns are held constant. These findings highlight a tension between financial returns and personal values: in current market conditions, concerns about profitability obscure an underlying taste for ESG.

Suggested Citation

  • Ye Zhang & Eric Zou, 2025. "ESG Aversion: Experimental Evidence on Perceptions and Preferences," NBER Working Papers 34048, National Bureau of Economic Research, Inc.
  • Handle: RePEc:nbr:nberwo:34048
    Note: CF EEE PR
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    More about this item

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • G24 - Financial Economics - - Financial Institutions and Services - - - Investment Banking; Venture Capital; Brokerage
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth

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