Abstract
This study examines the different impact of ownership on greenwashing. Employing an international sample of family–controlled firms and PSM–matched non–family counterparts, it is found that family businesses are less likely to engage in greenwashing practices. Further analysis of the heterogeneity of this phenomenon on external, institutional, regulatory, jurisdictional and cultural contexts. The findings reflect that family ownership matters, and family firms are more likely to walk the talk compared to their counterparts.