We examine ESG pricing in the Chinese stock market. The results show that holding stocks with high ESG scores does not provide investors with higher future excess returns. On the contrary, stocks with low ESG scores perform better. However, this negative ESG premium feature is robust only in small-cap stocks. As size increases, the negative ESG premium fades away and is characterized by a positive premium in larger stock subgroups. We further examine the source of the negative ESG premium in small-cap stocks. The results show that this negative premium can not be explained by firm characteristics, short-term reversal effects, and lottery characteristics of stocks, but is associated with ESG investors. Specifically, the higher the ESG score with more ESG investors in small-cap stocks, the lower the expected excess return of the stock. This result implies that firms may benefit from ESG performance and disclosure, while investors may suffer from ESG strategies. Based on the results, we remind investors that they should be cautious in using ESG indicators to guide their investment decisions.

Based on prospect theory and individual investors’ biases such as representativeness heuristic and conservatism, we establish a behavioral model to explain the contrarian effect in China’s financial market. We find that contrarian effect is mainly attributed to trend chasing instead of disposition effect. Our model also suggests that small-cap stocks show stronger contrarian effect, phenomena confirmed by empirical research.