本研究探討綠色廣告／一般商業廣告搭配一致／不一致新聞後，對企業偽善、綠色懷疑感知、企業態度等公眾認知的影響，並探究企業偽善是否扮演影響公眾認知的中介效果；以實驗法調查 432 位樣本，本研究發現：閱讀綠色廣告搭配正面新聞（一致性）者，對於企業偽善及漂綠的認知最低，對企業的態度、形象以及關係建立的正面認知最高。不論何種廣告搭配不一致新聞的受測者，其對企業的態度、形象以及關係建立的正面認知皆大幅下降。但閱讀商業廣告搭配一致性新聞的受訪者，與綠色廣告搭配一致性新聞相比，其對企業的正面認知反而增加。綠色懷疑認知會影響企業偽善認知，而企業偽善認知也扮演著企業訊息溝通對公眾認知的完全及部份中介角色。

This study explores the impact of the pairing of green advertisements/ general commercial advertisements with consistent/inconsistent news on public perceptions of corporate hypocrisy, green skepticism perception, and corporate attitude. It also xplores whether corporate hypocrisy functions as a mediating variable influencing public perception. An experimental survey of 432 samples found that respondents who read green advertisements with positive news (consistency) had the lowest perception of corporate hypocrisy and greenwashing, as well as the highest positive perceptions of corporate attitudes, corporate citizenship image, and relationship building. When inconsistent news was paired with advertisements, regardless of the type of advertisement, positive perceptions of the company’s attitude, image, and relationship building were significantly reduced. However, respondents who read commercial advertisements paired with consistent news, compared to those paired with green advertisements and consistent news, reported an increased positive perception of the company. The findings indicate that the perception of green skepticism affects the perception of corporate hypocrisy. Corporate hypocrisy cognition functions both as a complete mediating variable and a partial mediating variable for different aspects of the impacts of corporate information messages on public perception.

企業公民形象; 企業偽善; 企業態度認知; 綠色廣告; 漂綠

corporate hypocrisy; corporate citizenship image; corporate attitude