在經濟全球化、工業及商業活動高度發展之下，環保議題近年來受到大眾重視。而從事企業社會責任（Corporate Social Responsibility, CSR）之企業，其對環境友善之產品、服務甚至是政策，皆成為消費者新寵兒，導致許多企業為了爭取大眾目光，開始出現對其環境績效有誇大不實之宣傳甚至是違法之情形產生，稱此情形為漂綠。
其中，過去大多數研究皆著重在產生漂綠行為的因素以及背景，但是針對漂綠行為對於企業經營所帶來影響的議題卻鮮少有研究進行討論，因此本研究欲探討漂綠行為與企業經營績效之間的關係，並加入新興概念－漂棕，來做為自變數及調節變數，觀察漂棕概念中的前一年度績效是否影響漂綠行為本身，以及漂綠行為是否因前一年度績效而強化與企業績效之間的關係。
本研究以台灣電子業上市公司做為研究樣本，資料來源取自年報、CSR報告書及台灣經濟新報資料庫，研究期間為2016年，共計394家企業。本研究結果顯示第一型漂綠行為則是正向影響績效，第二型漂綠行為負向影響績效；另外，前一年度績效正向影響第一型漂綠行為，負向影響第二型漂綠行為；然而前一年度績效則會強化第二型漂綠行為與績效間的關係。本研究之研究結果能夠於理論上補足漂綠、漂棕學說領域之研究缺口。

Environmental issues have received great attention in recent years. Due to its eco-friendly products, service, and even its policy, the companies engaged in Corporate Social Responsibility（CSR） have become the new beloved to consumers. This led many companies to exaggerate their environmental effects and even violate the law in order to gain public eyesight. We call this situation “Greenwash”.
In the past, most of the research focused on the factors and backgrounds that cause the Greenwash behavior, but there are few studies on the impact of Greenwash on business operations. Therefore, this study is to explore the relationship between Greenwash and business performance. We also employ “Brownwash”, and base on its concept to observe whether the performance of the previous year affects Greenwash itself, and whether it strengthens the relationship between Greenwash and performance.
This study uses Taiwanese’s electronics industry as research samples. And the data is resourced from TEJ, annual report, and CSR report. The research period is 2016, with a total of 394 companies
The result show that the performance of the previous year positively affects type 1greenwash and negatively affects type 2 greenwash. In addition, type 1 greenwash positively affects performance and GW2 negatively affects performance; however, the performance of the previous year strengthens the relationship between type 2 greenwash and performance.

第一章、 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 5
第三節 研究流程 7
第二章、 文獻回顧與假說推導 9
第一節 企業社會責任（CORPORATE SOCIAL RESPONSIBILITY） 9
第二節 漂綠（GREENWASH）與漂棕（BROWNWASH） 18
第三節 假說推導 27
第三章、 研究方法 31
第一節 研究架構 31
第二節 資料來源與樣本 32
第三節 變數定義與衡量 32
第四節 資料分析方法 36
第四章、 實證結果與討論 37
第一節 敘述性統計分析 37
第二節 相關係數分析 39
第三節 假說檢定 43
第四節 實證結果與討論 56
第五章、 結論與建議 61
第一節 研究結論 61
第二節 理論貢獻 63
第三節 實務貢獻 64
第四節 研究限制與未來建議 65
參考文獻 67

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