企业漂绿行为的研究综述与展望

A Literature Review of Corporate Greenwashing and Prospects

现今漂绿现象愈发普遍,但学术界对漂绿的相关研究还不够深入,现有研究多从利益相关者、信号理论角度出发。尽管近年来制度理论视角的漂绿文章在逐步增多,却未有一个系统性的研究论述。论文结合近30年国内外关于漂绿的相关研究成果,对企业漂绿行为的驱动因素与后果的相关文献进行梳理归纳。并基于新制度理论视角,从合法性三种维度、同构的三种类型等方面分析企业漂绿的前因后果,提出未来的研究方向,并为未来研究和企业、政府、媒体实践提供参考。

Nowadays,the phenomenon of greenwashing is becoming more pervasive,but there has not been sufficient comprehensive and in-depth research on it.The existing research is mainly based on the perspective of stakeholders and signal theory.Despite the increasing number of greenwashing articles based on the perspective of institutional theory in recent years,none of them has systematically discussed it.Combined with nearly 30 years research achievements of greenwashing both at home and abroad,this dissertation combs the related research on drivers and consequences.Based on the theory of institution,we analyze the driving factors,consequences and countermeasures of greenwashing from the three dimensions of legitimacy and three types of isomorphism,and then puts forward the future direction,which can promote reference for the practice of enterprises,governments and media.