本研究旨在探討企業的環保及公益表現會如何影響大學生購買該企業產品的意向，而這種影響又是否會因為學生們對環境及社會公益的關切而不同。研究以實驗方式，對200位大學生進行測試，透過文字描述一家虛擬的製鞋廠商的環保與公益表現。這兩種表現各有好、壞兩種情況，共四種組合，每種組合有50名大學生作為受試者。結果顯示，大學生會比較願意向環保表現好的公司購買產品，比較不願意向環保表現差的公司購買產品。但如果企業有良好的公益表現，則無論其是否有不良的環保紀錄，大學生還是願意購買它的產品。換言之，公益表現可以彌補或掩蓋企業在環保表現上的缺失。而且，即使是平常關切環保的學生，還是願意向公益表現良好，但環保表現不好的企業購買產品。

Many companies use philanthropic performance as a means to build public relationship but care little about the environment. Environmental education thus needs to alert consumers to companies' environmental performance and urge consumers to take actions accordingly. This study explored how a company's environmental performance and philanthropic performance would affect college students' intention to buy its products. We ran an experiment with a convenience sample of 200 college students. The experiment introduced a fictitious shoe-making company and described its environmental and philanthropic performance to the students. Both performance could be either good or bad, and there were 50 students in each of the 4 performance combinations. The results suggest that college students prefer to buy goods from a company of good environmental performance than from a company of bad environmental performance. However, our findings also suggest that students—no matter they are concerned about the environment or not—are willing to buy from a company that has good philanthropic performance, regardless of its environmental performance. Implications of these findings for environmental education were discussed.