The hypocritical behaviors in strategic philanthropy activities of many Chinese companies are increasing.However,little prior resear-ches focused on the governance and countermeasures of corporate hypocrisy.This paper illustrated a governance mechanism in context of big data from consumer punishment perspective.Given that human’s punishments on norm violators have cultural and genetic basis,and corporate hypocrisy means related firm violated norms such as“fit one’s deeds to one’s words”between the firm and the social publics.Thus,corporate hypocrisy might moti-vate social public’s punishment behaviors.Consumers are one kind of the most effective social publics in governing corporate hypocrisy,and the big data context makes every individual consumer becoming the media.Thus,consumers can more easily get corporate hypocrisy information and punish corresponding hypocritical behaviors.Both positive and negative consumer punishments can cause great damages even crisis to hypocritical corpora-tion’s image since they are very easy to spread on big data platform.Knowing these will urge corporations to monitor consumers’comments and atti-tudes toward them when there were no crises,and to conduct public relations activities when crisis occurred.This paper endeavors to boost corpora-tions’“match word to deed”philanthropic practices through establishing a governance mechanism for corporate hypocrisy from the perspective of con-sumer punishment.%企业执行战略慈善活动中，“说一套、做一套”的伪善现象越来越多，然而鲜有研究探讨企业伪善的治理机制与应对策略。研究认为，人类对社会规范违反者有实施惩罚的文化与基因进化基础，企业伪善是企业作为社会公民违背了与社会公众之间“言行一致”等社会规范，因而会让公众形成惩罚的动机和意愿。在大数据情境下，消费者个体都成为“自媒体”，他们能够更容易获得企业伪善信息，能更便捷地惩罚企业伪善，并依托大数据平台的快速传播对伪善企业造成严重影响或危机。大数据平台的出现，促使企业在没有危机时要对消费者开展舆情监测，在危机发生时及时开展有效的危机公关活动。研究试图通过建立消费者惩罚视角的企业伪善治理机制模型，促进企业言行一致地开展慈善活动，树立“真善”的企业形象。
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