企业漂绿行为研究述评与展望

A Literature Review of Corporate Greenwashing and Prospects

当前企业越来越多地宣称保护环境而实际上却反其道而行的"漂绿"现象引起了实务界和理论界的广泛关注。本文对现有的企业漂绿研究文献进行了系统的梳理,首先阐述了企业漂绿的内涵和形式,继而从新古典经济学、信息经济学和利益相关者视角归纳了企业漂绿的动因,然后分析了漂绿对企业自身及经济社会的影响,并总结了政府监管、绿色认证、社会监督等漂绿治理措施,最后提出了漂绿问题的整合研究框架,并指出了企业漂绿行为研究的未来方向。

At present, corporations more claim their environmental intentions but actually do the harm to environment, and so-called greenwashing has recently attracted a worldwide concern from both theory and practice fields.This paper makes a systematic review of current corporate greenwashing research.At first it illustrates different definitions and forms of cor- porate greenwashing.And then it concludes the motivations of corporate greenwashing from the perspectives of classical economics, information economics and stakeholders. It analyzes the influences of greenwashing on firms, economy and society, and also brings about three governance measures to end greenwashing encompassing government regulation,green certification and social supervision. Last but not least, this paper proposes an integrated research model of corporate greenwashing,and points out future directions in corporate greenwashing research.