近年來隨著消費者環保意識抬頭，許多廠商為了迎合消費者的消費型態，開發綠色產品以及綠色行銷也漸漸變得普及化。但在落實綠色行銷的同時，也出現所謂的「漂綠」現象，所謂漂綠是指廠商誤導消費者對於公司產品的環保作為，可能廠商本身並不是綠色企業或產品也不具有綠色屬性，卻想要矇騙消費者得的行為。
本文以實驗設計(DOE)方法，共設計了三種不同情境，包括模糊、省略，以及錯誤的漂綠廣告圖片，透過問卷抽樣、統計假說檢定，以及多元回歸分析去驗證假說。研究內容包括各種漂綠類型的基本定義、文獻探討、實驗，以及變數間中介效果分析。
研究結果顯示，在三種漂綠類型的廣告中，每一種廣告對於效費者購買意願皆有顯著的負相關，但各種不同類型的漂綠廣告中，對於消費者購買意願也存在著不同程度的相關性。
其中錯誤的漂綠廣告相關程度是最高的，最低相關的則是省略的漂綠廣告。另外，在綠色感知風險這個中介變數中，省略的漂綠廣告對於消費者購買意願不具中介效果，其他二種類型的廣告則是皆具有部分中介效果。

In recent years, with the rise of consumers' awareness of environmental protection, many manufacturers have gradually become popular in developing green products and green marketing to cater to consumers' consumption patterns. However, the so-called "greenwashing" phenomenon also occurs while implementing green marketing. It refers to the fact that manufacturers mislead consumers about the environmental protection of the company's products.
This paper uses a design of experiments (DOE) method to design three different scenarios, including vague, omission, and false greenwashing advertising images, to test the hypotheses through questionnaire sampling, statistical hypothesis testing, and multiple regression analysis.
The research results show that each advertisement has a significant negative correlation with purchase intention among the three types of greenwashing advertisements. However, there are also different degrees of consumer purchase intention among different types of greenwashing advertisements. In addition, among the mediating variables of green perceived risk, the omitted greenwashing advertisements have no mediating effect on purchase intention. In contrast, the other two types of advertisements have partial mediating effects.

Table of Contents
1. Introduction 1
1.1 Research background and motivation 1
1.2 Research purpose 3
2. Literature Review and Hypotheses Development 6
2.1 Greenwashing 6
2.2 Vague 9
2.3 Omission 10
2.4 False 11
2.5 Green Perceived Risk 12
2.6 Purchase Intention 13
3. Research Framework and Methodology 16
3.1 Research framework and design 16
3.2 Sample and data collection 17
3.3 Measures 18
4. Data Analysis 21
4.1 Reliability and construct validity 22
4.2 Common method variance (CMV) 24
4.3 Hypotheses testing 26
4.4 Mediating effect 27
4.4.1 Mediating effect of green perceived risk 28
5. Conclusion 30
5.1 Discussion and implications 30
5.2 Limitation and future directions 32
Appendix 1: Stimulus 35
Appendix 2: Questionnaire 35
References 41

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