隨著消費者對環境問題關注的不斷提高，綠色行銷正成為企業獲得競爭優勢的重要途徑。然而，與實質性行動脫鉤的綠色行銷往往被消費者視為漂綠。與大量的綠色行銷研究相比，很少有工作集中在消費者的漂綠及其相關後果上，尤其是中國大陸的綠色消費市場。因此，基於ABC態度-行為-背景理論，本文研究了消費者感知到企業的漂綠行為時，綠色購買意向是否以及如何受到影響，以及在這一影響中綠色信任的中介作用和消費者環境認知的調節作用。通過對中國大陸398名電子產品消費者的漂綠操控對比實驗，結果表明漂綠不僅對綠色購買意願產生直接的負面影響，而且還通過影響綠色信任的中介作用產生間接的負面影響，並且漂綠程度越高，負面影響效果越大。此外，在低漂綠實驗中，環境認知會調節漂綠與綠色購買意向之間的關係，即當消費者環境認知較低時，漂綠對綠色購買意向有著正向的促進作用，當消費者環境認知較高時，漂綠對於綠色購買意向有著顯著的負向影響。因此，這項研究表明，企業應該促進實質性的環境倡議，而不是漂綠，以獲得消費者的綠色信任和綠色購買意向的提升；政府應該廣泛普及環境知識，提高消費者的環境認知，以抑制市場漂綠行為。

With consumers’ increasing awareness of environmental problems, green marketing is becoming an important approach for firms to gain a competitive advantage. However, green marketing decoupled from substantive action tends to be perceived as greenwashing by consumers. Compared to a large body of green marketing research, little work has focused on consumers’ greenwashing perceptions and its associated consequences. Thus, based on the attitude-behavior-context theory, this study explored whether and how consumers’ greenwashing perceptions influence their green purchasing intentions by integrating the mediating role of green trust and the moderating role of environmental cognition. Using a contrast study survey of 398 consumers of electronic products in China, the results demonstrate that greenwash not only have a direct negative impact on green purchasing intentions, but also have indirect negative effects via green trust., And the higher the degree of greenwash, the greater the negative effect. In addition, in the low greenwash study, environmental cognition play a moderating role between greenwash and green purchase intentions, that is, when the consumer has a low environmental cognition, greenwash has a positive effect on green purchase intention. when the consumer has a high environmental cognition, greenwash has a significant negative impact on green purchase intention. Therefore, this study shows that companies should promote substantive environmental initiatives rather than greenwash to ensure consumer’s trust and increase sales; governments should widely disseminate environmental knowledge and increase consumer environmental cognition to decrease the greenwash activities.

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