Linking Green Marketing Practices and Greenwashing to Eco-Friendly Buying Behavior: Evidence from Pakistan

This research study explores the relationship between green marketing strategies and Pakistani consumers' green buying intentions (GBI), with a focus on the moderating effect of greenwashing. Data was collected quantitatively from 60 participants, covering a variety of different attributes such as age, income level, occupation, and education. The results showed that green pricing strategies have less effect on GBI than green product, place, and promotional initiatives. Altogether the paper highlights that greenwashing has a negative moderating effect on the association between green marketing strategies and GBI, demonstrating that consumers' perception of false environmental promises may hinder marketing endeavors.