污染企业的“漂绿”实践及其逻辑--基于M牧场沼液污染的经验研究

Practice and Logic of"Greenwash"for Polluting Enterprises:An Empirical Research on Biogas Slurry Pollution of M Pasture

环境治理具有复杂性,其中以企业的污染治理尤为突出,解构企业在环境治理过程中采取的“漂绿”策略,对于理解当前企业环境治理困境至关重要。案例研究显示,企业以公众污染感知为靶向,在与政府、媒体、当地群众互动中分别采取了合理化环境指标、形象整饰、分化利益群体的“漂绿”策略。污染企业“漂绿”实践背后的具体逻辑分别为:污染问题治理的长期性与治理效能显现的短期性要求之间的冲突造成了地方政府的遮蔽倾向;在市场逻辑驱动下,企业通过媒体有选择地披露信息,在积极宣传正面形象的同时,转移污染责任和公众注意力;利用经济利益模糊村庄受益、受害圈的边界,鼓励搬迁,降低村民的发声意愿与力度。污染企业一方面遮蔽污染问题,另一方面寄希望于技术变革来降低污染,使得环境问题的解决面临诸多障碍。解决企业污染问题,需要对污染问题“去蔽”,而这需要政府、企业、媒体、群众等环境治理主体的共同努力。

Environmental governance is complicated,especially in the pollution control of enterprises.Deconstructing the"greenwashing"strategy adopted by enterprises in the process of environmental governance is critical to understanding the current dilemma of enterprise environmental governance.The case study shows that the enterprises take the public pollution perception as the target,and adopt the"greenwashing"strategies of rationalizing the environmental indicators,image decoration and differentiation of interest groups in the interaction with the government,the media and local people.The specific logic behind it is as follows:the conflict between the long-term nature of pollution control and the short-term requirements of governance effectiveness leads to the official tendency of shielding;driven by the market logic,enterprises selectively disclose information through the media,actively publicize the positive image,and shift the pollution responsibility and public attention in the meanwhile;enterprises use economic benefits to blur the boundaries of the village′s beneficiary and victimized circles,encourage relocation,so the villagers′willingness and intensity to speak up is reduced.The dilemma of polluting enterprises adds to more obstacles of the environmental problems:on the one hand,they try to cover the pollution problem;on the other hand,they still rely on technological change to reduce the pollution.To solve the problem,it is necessary to‘discover’the pollution,which requires the joint efforts of environmental governance entities such as the government,enterprises,media,and the masses.