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企业可持续发展中的认知偏见和绿色洗:偏向欺骗

Sarbjit Singh Oberoi¹, Debarun Chakraborty², Andrea Appolloni³

¹Institute of Management Technology, Nagpur, India.

Journal of environmental management

|February 18, 2026

概括

像过度乐观这样的认知偏见推动了企业的绿色洗,误导了消费者对可持续性的看法. 了解这些偏见是制欺骗性的环境营销实践的关键.

科学领域:

商业道德商业道德
消费者心理学消费者心理学
环境营销环境营销

背景情况:

绿色洗,欺骗消费者对公司的环境做法的做法,是一个越来越令人担忧的问题.
认知偏见在可持续发展营销中显著影响企业行为和消费者看法.
现有的关于绿色洗认知基础的研究是有限的.

研究的目的:

调查特定认知偏见在促进企业绿色洗中的作用.
分析这些偏见如何影响企业战略和消费者对环境要求的反应.
确定潜在的干预措施,以减轻绿色洗的影响.

主要方法:

混合方法方法结合网图 (50个在线访谈,124个数字发布) 和定量调查 (来自印度公司的447名受访者).
定性分析以了解与环境欺骗有关的公司行为和消费者看法.
结构方程建模 (SEM) 用于测试认知偏见,调节者和绿色洗之间的复杂关系.

主要成果:

确定过度乐观,狭窄的框架和过度的折扣作为推动绿色洗的关键认知偏见.
证实了这些偏见对企业绿色洗行为倾向的影响.
审计流程和市场收益被发现可能会缓解变量和绿色洗之间的关系.

结论:

认知偏见是企业绿色洗的重要驱动因素,影响了消费者信任和更广泛的可持续发展运动.
了解这些心理机制对于制定有效的应对环境欺骗策略至关重要.
这项研究提供了对影响绿色洗的认知偏见的经验证据,为未来的研究和实际干预提供了基础.

关键词:

认知偏见是一种认知偏见.绿色洗 (greenwashing) 是一种洗方式.过度的折扣是超标的这是一个狭窄的框架.不切实际的乐观主义.

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