近年來，環保(綠色)議題隨著科技的進步及時代的變遷，已在全球浮現了數十年。開始有許多廠商意識到這股綠色商機潮流，開始利用綠色廣告為自身品牌打造綠色品牌形象，進而增加消費者對該品牌的「綠色信任」。隨著綠色廣告興起，消費者也逐漸意識到綠色的重要性，也有更多的消費者願意選購綠色品牌產品為地球盡一份心力。然而，由於市場上充斥著所謂的綠色商品，使得消費者會對於該商品是否為真正的綠色商品感到困惑。因此本研究的主要目的為，探討綠色廣告是否會直接或間接影響消費者對於廠商與其商品之綠色信任。首先，本研究探討綠色廣告回應、企業社會責任品牌差異化、領導風格對於漂綠之影響。第二，本研究驗證漂綠對於綠色消費者混淆與綠色信任之影響。第三，探討綠色消費者混淆、價值權益與綠色信任之影響。第四，企業社會責任品牌差異化對於價值權益、組織聯想與綠色信任之影響。第五，本研究探討領導風格對於組織聯想與綠色信任之影響。最後，本研究進一步探討以是否曾經購買過綠色商品作為干擾變數。
本研究的主要研究對象，為曾經聽聞、購買過綠色商品或曾經看過綠色廣告之消費者。本研究回收的有效樣本數為1264份問卷。此外本研究以AMOS 20.0統計軟體進行相關信、效度分析，並以結構方程式進行假設檢定。實證結果如下：一、綠色廣告回應對於漂綠具有負向影響，對於企業社會責任品牌差異化與領導風格具有正向影響；二、漂綠對於綠色消費者混淆具有正向影響；三、企業社會責任品牌差異化對於價值權益與組織聯想具有正向影響；四、領導風格對於組織聯想具有正向影響；五、綠色消費者混淆皆對於價值權益與綠色信任具有負向影響；六、價值權益對於綠色信任具有正向影響；七、組織聯想對於綠色信任具有正向影響；八、是否曾經有購買過綠色商品的消費者在本研究模型皆具有干擾效果。最後，本研究提出管理與理論意涵，並針對後續研究者提出建議與未來研究方向之參考。

Environmental (green) topics have been explored for decades, and consumers have gradually become aware of beneficial products to our environment. However, various so-called green products in the market have confused consumers as to which ones are actually green products. Moreover, green advertisement directly or indirectly affects consumer trust of an organization and its products. Therefore, this study first explored the effect of response to green advertising (RGA) on green wash (GW), corporate social responsibility brand differentiation (CSRBD), and leadership (LS), and subsequently examined the influence of GW on green consumer confusion (GCC) and green trust (GT). The relationship of GCC, value equity (VE), and GT was also explored, and the influence of CSRBD on value VE and organizational association to GT was investigated. This study discusses the effect of LS on organizational association and GT. Finally, this study explored the moderating effects of purchasing green products.
The study participants were people who were familiar with or had purchased green-brand products and had seen green advertisements. A total of 1264 valid questionnaires were collected and statistical software AMOS 20.0 was used to analyze the research hypotheses, which were examined using structural equation modeling (SEM). The hypotheses of this study are all supported. First, RGA is negatively associated with GW, and is positively associated with CSRBD and LS. GW has positive effects on GCC. Moreover, CSRBD positively influences both VE and organization association (OA). The relationship between LS and organizational association is significant. Furthermore, VE and GT are both negatively affected by GCC. VE is positively associated with GT. OA also has significant influence on GT. The experience of purchasing or nonpurchasing green products has moderating effects in this study. Finally, this study offers several relevant managerial and theoretical implications for green practitioners and discusses the research directions for future studies.

Table of Contents
Table of Contents  V
List of Tables  IX
List of Figures  X
Chapter 1 Introduction  1
1.1 Introduction  1
1.2 Research Objective  4
1.3 Research Process  4
Chapter 2 Literature Review  6
2.1 Response to Green Advertising  6
2.2 Green Wash	7
2.3 Corporate Social Responsibility Brand Differentiation  9
2.4 Leadership  10
2.5 Green Consumer Confusion  11
2.6 Value Equity  12
2.7 Organization Association  13
2.8 Green Trust	15
2.9 Relationship Between Response to Green Advertising and Green Wash  16
2.10 Relationship Between Response to Green Advertising and Corporate Social Responsibility Brand Differentiation  17
2.11 Relationship Between Response to Green Advertising and Leadership  17
2.12 Relationship Between Green Wash and Green Consumer Confusion  18
2.13 Relationship Between Corporate Social Responsibility Brand Differentiation and Value Equity  19
2.14 Relationship Between Corporate Social Responsibility Brand Differentiation and Organization Association  20
2.15 Relationship Between Leadership and Organizational Association  20
2.16 Relationship Between Green Consumer Confusion and Value Equity  21
2.17 Relationship Between Green Consumer Confusion and Green Trust  22
2.18 Relationship Between Value Equity and Green Trust  23
2.19 Relationship Between Organizational Association and Green Trust  23
2.20 Moderating Effects  24
Chapter 3 Methodology  26
3.1 Research Setting  27
3.2 Questionnaire Design and Pretest  27
3.3 Sample and Data Collection  29
3.4 Data Analysis Method  29
3.4.1 Descriptive Statistics Analysis  30
3.4.2 Reliability and Validity Analysis  30
Chapter 4 Data Analysis and Results  31
4.1 Respondent Profiles  31
4.2 Measurement Model  33
4.2.1 Confirmatory Factor Analysis (CFA)  33
4.3 Reliability and Validity  34
4.3.1 Reliability Analysis  34
4.3.2 Validity Analysis  37
4.4 Structure Equation Model Analysis  41
4.4.1 Overall Model Validation  41
4.4.2 Structural Equation Model Evaluation Hypothesis Test  42
4.4.3 The Moderating Role: The Experience of Purchasing Green Products  47
Chapter 5 Conclusion  51
5.1 Discussion  51
5.2 Theoretical Implication  54
5.3 Managerial Implication  55
5.4 Research Limitations and Future Research  56
References  57
Appendix  65

List of Tables
Table 3.1 Sources of Measure Items  28
Table 4.1 Descriptive statistics of the respondent’s profiles  32
Table 4.2 Analysis of Measurement Accuracy  34
Table 4.3 Analysis of Reliability and Convergent Validity  36
Table 4.4 AVE/ Squared correlation and difference of chi-squared  38
Table 4.5 Confidence Interval  39
Table 4.6 Goodness-of-Fit  42
Table 4.7 Hypothesis Test Analysis  43
Table 4.8 Direct, Indirect and Total Effects  46
Table 4.9 Invariance Tests across the experience of purchasing green product  50
Table 5.1 Analysis of hypothesis test  53

List of Figures
Figure 1.1 Research Process  5
Figure 3.1 The Research Conceptual Framework  26
Figure 4.1 Structure Equation Modeling Analyses  44

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