面對不斷惡化的環境和日益稀缺的資源，企業逐漸意識到環保的重要性。近年來，紛紛響應政府的永續發展政策，採取環境友善策略以適應國際綠色潮流，而ESG也成為企業永續經營的核心。同時消費者也意識到消費行為對整體生態環境的影響，開始認同環境友善的生活方式，並對有環保形象的企業產生綠色信任。然而，部分企業可能透過虛假宣傳行為來誤導並吸引具有環保信念的消費者，使其相信企業在環保方面有積極貢獻，這被稱為「漂綠」。但一旦被揭露，消費者會對企業的環境友善行為及商品產生不信任的態度，進而影響整個綠色產業的生態。本研究旨在探討不同屬性消費者，在環境友善信念碰到企業漂綠行為時，對於綠色信任的影響。
本研究採用問卷調查法，使用隨機便利抽樣以網路問卷形式進行，調查對象為在台灣地區具有自主消費能力的消費者。有效問卷為219份，樣本透過SPSS進行統計分析，運用敘述性統計分析、信度分析、因素分析、相關性分析、迴歸分析及階層迴歸分析等方法進行數據分析，其研究結果如下：
一、	環境友善信念對漂綠行為具有負向影響，假設成立。
二、	漂綠行為對於綠色信任具有負向影響，假設不成立。
三、	環境友善信念對於綠色信任具有正向影響，假設成立。
四、	漂綠行為對於環境友善信念與綠色信任之關係具有中介效果，假設不成立。

In the face of worsening environmental conditions and increasingly scarce resources, businesses have gradually become aware of the importance of environmental protection. In recent years, they have responded to government sustainable development policies and adopted environmentally friendly strategies to adapt to the global green trend. ESG (Environmental, Social, and Governance) has also become the core of sustainable business practices. At the same time, consumers have recognized the impact of their consumption behavior on the overall ecological environment, embracing environmentally friendly lifestyles and developing green trust towards companies with an environmental image. However, some companies may engage in misleading advertising practices to attract consumers who hold environmental beliefs, leading them to believe that these companies are actively contributing to environmental protection. This practice is known as "greenwashing." Once exposed, consumers develop a sense of distrust towards the company's environmentally friendly behaviors and products, thereby affecting the entire ecosystem of the green industry.
This study aims to explore the impact of greenwashing behaviors by companies on green trust among consumers with different attributes who hold environmental-friendly beliefs. The research utilizes a questionnaire survey method, conducted through online surveys using random convenience sampling targeting consumers in Taiwan who have the capacity for independent consumption. The study collected 219 valid questionnaire, and the data were analyzed using statistical methods such as descriptive statistics, reliability analysis, factor analysis, correlation analysis, regression analysis, and hierarchical regression analysis in SPSS.
The research findings are as follows:
1.Environmental-friendly beliefs have a negative impact on greenwashing behaviors, hypothesis is valid.
2.Greenwashing behaviors have a negative impact on green trust, Hypothesis does not hold.
3.Environmental-friendly beliefs have a positive impact on green trust, hypothesis is valid.
4.Greenwashing behaviors mediate the relationship between environmental-friendly beliefs and green trust, Hypothesis does not hold.

目錄
目錄	I
表目錄	III
圖目錄	V
第一章 緒論	1
第一節  研究背景與動機	1
第二節  研究目的	4
第三節  研究範疇	5
第四節  研究流程	6
第二章 文獻探討	7
第一節  環境友善文獻探討	7
第二節  漂綠行為文獻探討	10
第三節 綠色信任文獻探討	13
第四節 變數之間的推論及假設	16
第三章　研究方法與設計	19
第一節　研究架構與假設	19
第二節　研究樣本對象	20
第三節　變數定義與問卷設計	21
第四節　資料分析方法	23
第四章 資料分析	25
第一節	敘述性統計分析	25
第二節	信度分析	29
第三節	因素分析	31
第四節	相關分析	33
第五節	迴歸分析	34
第六節	階層迴歸分析	36
第七節	假設驗證	37
第五章　結論與建議	38
第一節	研究結論	38
第二節	管理意涵	40
第三節	研究限制與建議	42
參考文獻	43
一、中文文獻：	43
二、英文文獻：	45
附錄一 研究問卷	50

表目錄
表2-1漂綠七大罪TerraChoice(2010)	12
表2-2信任定義	14
表3-1環境友善信念問項	21
表3-2漂綠行為問項	22
表3-3綠色信任問項	22
表4-1 有效樣本之基本資料分佈統計表	27
表4-2環境友善信念之信度分析	29
表4-3漂綠行為之信度分析	30
表4-4漂綠行為之信度分析	30
表4-5各構面之KMO 值與 Bartlett 球型檢定表	31
表4-6環境友善因素分析表	31
表4-7漂綠行為因素分析表	32
表4-8綠色信任因素分析表	32
表4-9 Pearson相關係數矩陣表	33
表4-10 環境友善信念對綠色信任影響之迴歸分析表	34
表4-11 漂綠行為對綠色信任影響之迴歸分析表	34
表4-12 環境友善對綠色信任影響之迴歸分析表	35
表4-13 綠色信任與環境友善信念及漂綠行為之階層迴歸分析	36
表4-14 研究假設驗證結果彙整表	37

圖目錄
圖1-1研究流程圖	6
圖3-1研究架構	19 

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