受到環保風潮的影響，除了消費者的生活型態受到改變，公司也看見市場需求的轉變而紛紛推出綠色產品。然而，許多公司發現，僅僅打造自身的綠色形象，就能夠吸引大量消費者購買，導致越來越多公司進行「漂綠（Greenwash）」行為來誤導消費者對於公司的環保績效、或是產品的綠色功能，藉此建立與消費者的關係、吸引消費者的購買，進而增加公司收益。另一方面，組織認同作為在建立關係中十分重要的驅動因子，能夠在公司爭取與顧客的關係中發揮影響力，但公司漂綠過去相關研究大多探討漂綠與品牌面、消費者內心認知的關係，卻沒有研究探討漂綠和組織認同之間的關係，因此，為了填補此一缺口，本文決定結合公司漂綠以及顧客對公司認同，並加入同樣在關係中十分重要的綠色信任構面來產生新的架構，藉以了解公司漂綠作為如何運作，並探討公司漂綠作為是否真的可以爭取顧客對公司的認同，顧客的綠色信任又是否顯著造成此關係的變化。
本文使用問卷調查法作為研究方法，針對汽車產業與美容產業的臺灣消費者，總共回收385份有效問卷。透過SPSS statistic 17.0軟體分析有效樣本，本文最後得出以下結論：
一、公司漂綠作為會負向影響顧客對公司的認同。
二、公司漂綠作為會負向影響顧客對公司的綠色信任。
三、綠色信任會正向影響顧客對公司的認同。
四、綠色信任在公司漂綠作為與顧客對公司認同的關係中，具有部分中介的作用。
　　最後，本文建議公司除了不該進行漂綠行為以外，還應了解消費者需求、確認消費者認同的背後動機、增加資訊的透明度，才能確保公司長期維持與消費者的關係並從中受益。

Through reviewing past literature, there were lots of research in companies’ participating in greenwashing, but little research explored the relationship between greenwash and organizational identification. Because of the gap, this paper combines the greenwash and customer-company identification, and adds green trust to generate a new framework to investigate whether greenwash affects customer-company identification and whether green trust plays a mediating role in this relationship. A total of 385 valid questionnaires were collected from all consumers in Taiwan, including the automobile industry and the beauty industry. The samples were analyzed by SPSS statistic 17.0 software, and found the following results: (1) Greenwash negatively affects customer-company identification. (2) Greenwash negatively affects green trust. (3) Green trust positively affects customer-company identification. (4) Green trust plays a partial mediating role in the relationship between greenwash and customer-company identification. Finally, this paper suggests that companies should not only refrain from greenwashing, but also understand the needs of consumers, identify the motives behind consumers’ identification, and increase the transparency of information in order to ensure that companies can benefit from maintaining long-term relationships with consumers.

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