本文首先會闡述目前綠色消費市場如火如荼的發展現況，起因於消費者的環保意識以及隨之衍生出的綠色溢價。之後，建立理論模型來探討廠商面對綠色溢價的尋租競爭行為，將廠商的努力投入分為環保行動與漂綠行動，運用二階式賽局的納許均衡來詮釋消費者與廠商的互動以及各項外生參數如何去影響廠商對於這兩種行動的分配。同時，引入政府作為外生衝擊，探討漂綠監管程度的差異對於廠商的行動分配有何影響。最後，將會詳細介紹有哪些要素會影響政府的監管成效，為政府的漂綠監管政策提供適合的建議。

This paper begins by outlining the rapid growth of the green-consumption market, driven by rising environmental awareness among consumers and the resulting green premium. It then constructs a theoretical model to analyze firms’ rent-seeking behavior in response to that premium, dividing firms’ effort into genuine environmental actions and greenwashing activities. Using a two-stage game and the concept of Nash equilibrium, the model explains how consumers and firms interact and how various exogenous parameters shape firms’ allocation of effort between the two activities. In addition, the model incorporates government regulation as an exogenous shock to explore how different levels of greenwashing oversight affect firms’ strategic choices. Finally, the paper discusses key factors that influence the effectiveness of government regulation and offers policy recommendations for improving the efficacy of greenwashing oversight.

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