“…The research literature determines two main reasons family firms generate augmented outcomes through CSR. The signaling effect associated with family firm status prompts external non-financial outcomes (e.g., Martínez-Ferrero et al, 2018 ; Maung et al, 2020 ; Sekerci et al, 2022 ), and the familiness dynamic, which allows family firms to translate CSR into positive financial and internal non-financial outcomes (e.g., Craig & Dibrell, 2006 ; Pan et al, 2018 ; Wagner, 2010 ). The signaling effect means external stakeholders are less likely to perceive the family firm’s CSR activities as opportunistic green-washing, particularly in the case of SMEs where the owning family is evident (e.g., Ahmad et al, 2020 ; Dangelico, 2017 ; O’Boyle et al, 2010 ) but also with large, publicly listed family firms (e.g., Biscotti et al, 2018 ; Kashmiri & Mahajan, 2014a ; Wu et al, 2014 ).…”