工業革命後大量的污染及二氧化碳排放，導致溫室氣體增加及造成更多的環境破壞，不只使全球暖化加速及臭氧層破洞，也使得氣候變化越趨劇烈，而這些對於環境的負面影響最終仍然後回歸並衝擊到人類社會，有鑑於此消費者及社會大眾逐漸興起環境保護意識，致力於環境永續發展，因此傾向於選擇對環境友善的產品，也就是所謂的綠色產品。但許多不肖廠商因發覺了這股綠色環保意識的商機，透過將自己的產品以不實的文字陳述、渲染的圖片效果，或是一些未經證實的效果將自己的產品偽裝為對環境有所幫助的綠色產品，來使自己的產品能夠有更好的銷售表現，而此一行為即稱為「漂綠」。
目前關於漂綠的研究並不多，有一些研究顯示漂綠會對於綠色口碑、綠色信任造成負面影響，或是增加消費者的困惑，而本研究想探討當不同道德哲學意識形態之消費者，在面對漂綠這種具道德爭議的問題時，是否會影響其對於購買該產品的意願，因不同道德哲學意識形態之消費者對於道德標準的嚴謹程度並不同，絕對主義程度越高的消費者的道德標準相較於絕對主義程度低的消費者更高，而透過該研究期望能夠提供企業在行銷綠色產品時作為策略及方針參考。因此本研究欲探討漂綠對於購買意願的影響，並討論道德哲學之絕對主義在作為調節變數時是否具有干擾效果。
本研究採用問卷調查法來進行研究，並以網路問卷發放來收集樣本，在問卷填答前會先請受測者閱覽一段關於綠色產品的廣告內容及產品文字訊息，以讓受測者能夠模擬當下在購買產品時的情境及資訊判斷。本研究共回收294份問卷，扣除無效問卷33份後，有效問卷共261份，有效樣本回收率為88.8%，並以信度及因素分析、相關分析，最後以迴歸分析來驗證假說是否成立，研究結果顯示：
一、漂綠對購買意願具有負向顯著影響。
二、道德哲學之絕對主義對漂綠與購買意願間的關係具有顯著干擾效果，即絕對主義程度越高會越強化「漂綠對於購買意願」之間的負向關係。

Greenwash refers to disguising your products as green products that are helpful to the environment by using false statements, misleading visuals, or some unproven effects. Previous studies focused on the negative impact of greenwash on green word-of-mouth, green trust. This study wants to explore whether consumers with different moral philosophies will affect their willingness to buy the product when facing the morally controversial issue of greenwash. Because consumers with different moral philosophies have different levels of moral standards, consumers with higher degree of absolutism have higher moral standards than those with lower degree of absolutism. In this study, questionnaire survey was used to conduct the research, and online questionnaire was used to collect samples. Before answering the questionnaire, the participants were asked to read a paragraph of advertising content and product information about green products, so that the participants could simulate the situation and information judgment when purchasing the product. This study collected 261 valid questionnaires and used regression analysis to verify whether the hypothesis is valid. The results show that greenwash has a significant and negative effect on purchase intention, and the absolutism of moral philosophy has a significant moderating effect on the relationship between greenwash and purchase intention. In other words, the higher the degree of absolutism, the stronger the negative relationship between greenwash and purchase intention will be. Through this research, companies can understand that when selling and advertising green products, they should perform rigorous operations on product packaging and advertising content. When facing high absolutism consumers who are rigorous and sensitive to moral standards, excessive backlash can be avoided and the image damage that enterprises may suffer can be reduced.

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