The global debate on environmental sustainability has increased manifolds in recent times, motivating companies to reevaluate and consider their promotional marketing plans and functional layouts. Ecofriendly goods and services are becoming more and more famous as a result of a thought shift in buyer attitude and the shifting attitude in buying by raising concern about environmental deterioration, climate change, pollution, and environmental damages caused by different production practices (Bukhari, 2011). Green marketing, a trend that impacts the promotion of commodities comprised of different sustainable practices by the companies that impact their effect on their environment and show positive results, has come out as a result of the damaging production practices and this brings forth this change (Delmas, 2007). Using green marketing methods and strategies is not only an essentiality of a corporate necessity but is significant for the development of sustainable goals in Pakistan, a nation having serious threats in terms of environmental problems. Green marketing techniques are essential for sustainable growth as well as for business (Mehraj, 2020). Green marketing, also known as sustainable marketing, key term used for different kinds of techniques that are used in advertising commodities with minimum promoting pollution attributes. This encircles the evolution of eco-friendly commodities, the practicality of environment-friendly production strategies, and the usage of sustainable supply chain techniques. As industries in developing country Pakistan have started using eco-friendly features in their advertising layout, they must also cause awareness in their consumer and customers must be familiar with environment-damaging goods and should also raise voices against this fab called "greenwashing," through which companies claim that they have made environment-friendly product just to raise their potential in market in terms of profit and to claim using social marketing margin to increase the perception that they are producing or manufacturing products for consumers and customers (Narula & Desore, 2013). Greenwashing destroys the originality and authenticity of real companies that are using green practices and promoting their products using green marketing, these fluke companies manipulate the loyalty and trust of consumers on a product when they use greenwashing while promoting their products that have no pick of green manufacturing aspect in their product (Ottman, Stafford, & Hartman, 2006). In a place where customers are seeking environment-friendly products and are very concerned about the environment, companies should deceive their customers and should not try to cross the line between real efforts and manipulated promises. the methods and strategies should mirror the company's promises made in their green marketing campaigns (Rahahleh, Moflih, Alabaddi, Farajat, & Nawaf, 2024).This paper explores the domains of green marketing methods, the advertising and manipulation of companies by greenwashing, and the everlasting effects of these factors on people who give importance to pure green buying intentions consumers in Pakistan, is one the developing countries and has a large number of populations, faces enormous environmental concerns, such as air and water pollution, deforestation, and waste management. The country is among the top layer that is the most affected by climate change, with vulnerable ecosystems and people and regions affecting the burden of environmental damage (In this circle, the company has a duty to responsibly encourage the application sustainability that has now become important for survival clint (Zhang, Ainn, Bashir, Haq, & Bonn, 2022). The practicality of green marketing methods will not only help in limiting environmental problems but will also raise awareness among people to practice this to become good citizens in the eyes of the law (Dangelico & Pontrandolfo, 2010). The term green marketing is very important in the country Pakistan, People growing up in the middle class are very concerned with environmental problems and issues. Consumers are becoming more and more concerned with the alarming environmental changes taking place in Pakistan that impacted their buying decisions, and there is a rise in thoughtful events that should be screened with their belief system (Qayyum, Jamil, & Sehar, 2023).This is a chance for companies to put forth environmentally friendly products that the consumer or customer wants to buy and the product should entertain the consumer thinking. But this depends upon the way the companies manufacture and advertise their products, and how companies follow the practicality feature of Sustainably development in their promotional campaign that is showcasing the consumer perception that they hold. Green marketing has the credibility to show the positive aspects of sustainability but greenwashing overrides the credibility of green marketing efforts While green marketing has the potential to inspire positive change, the frequency of greenwashing undermines its effectiveness (Ghazali, Soon, Mutum, & Nguyen, 2017). Greenwashing happens when corporations exaggerate or misrepresent their environmental claims in order to attract customers who value sustainability. This does not destroy the customer's belief in the product but also lays down the efforts to promote the environmental protection cycle (Joung, Park, & Ko, 2014). Greenwashing is very evident in Pakistan; legal plans are still developing to stop the play of greenwashing in Pakistan. Greenwashing destroys consumer belief and can stop the sustainable development efforts and struggles in Pakistan. The complexities of this greenwashing need to be stopped that change the track of loyal customers. When consumer expectations of products do not meet the consumer requirements it automatically creates negative perception about the company and the product. it is not beneficial for the company to practice greenwashing as receives backlash from the customers (Randiwela, & Mihirani, 2015). This needs to be advocated with transparency and authenticity in business and product Businesses must not practice sustainable development strategies but also try to win the trust of their customers. Knowing what the customer or the consumer really needs is the responsibility of the company and how it should implement sustainable practices. The initiative should be taken in this regard. Consumers will buy eco-friendly products over products that are manufactured in a traditional way (Kim & Chung, 2011). Different factors put forth the consumer buying decision which are needs, wants, desires, psychological effects, environmental needs, and the perception of green marketing efforts (Machová, Ambrus, Zsigmond, & Bakó, 2022). In the country of Pakistan culture, tradition, norms, festivities, and other customs make up what consumers buy along with other factors like age, income, education, and urban development that have a great effect on the customer buying decisions. For example, people of young age prefer to buy eco-friendly products and they want to act responsibly towards the environment. The more the person is educated the more he will act responsibly toward the efforts to make the environment clean and safe and he will make buying decisions on this perception that the product should not in any way destroy the environment (Dash & Chakraborty, 2021). Business can channel their green marketing efforts to raise profits and sustainable products in a country like Pakistan. They target their market based on their marketing advertisements. Environment plays a significant and crucial role in building the buying attitude of the customer (Xue, 2014). Consumers with a high sustainable development attitude will prefer products that are eco-friendly and safe from adverse effects on the environment. Greenwashing has the power that change the consumer attitude toward the sustainable practices adopted by companies. It is therefore very important to see how it affects the attitude of customers when they are buying the products. The web created by green marketing strategies and the employing role of greenwashing had created a gapping role in consumers' attitudes and buying decisions (Tascioglu & Rehman, 2016). That has created a different skyline in various industries of Pakistan.As Pakistan is passing through a tenacious phase everything has to be put in terms of green marketing practices and the fabrication made by companies in the name of greenwashing should be stopped or completely minimized (Chen, & Chang, 2013). A business that channels marketing strategies that align with sustainable practices has a positive attitude towards the environment and also gains positive responses from the consumer when they prefer their products over their competitors

The objective of this study is to analyze the effect of green marketing strategies (product, price, place, and promotion) on consumers' green buying intention in Pakistan and to investigate the role of greenwashing as a catalyst in the relationship between green marketing and buying intention how it examines the impact of consumer trust on the association between green marketing and purchase behavior and how to provide recommendations for businesses to increase the credibility of green marketing strategies.

The study of consumer behavior, particularly in the context of green marketing, is based on several well-established psychological theories that help explain the factors that influence people's intentions and actions. The Theory of Planned Behavior (TPB) and the Theory of Reasoned Action (TRA) are the two most widely used layouts for understanding and predicting human behaviors.

The Theory of Planned Behavior holds that the main indicator of whether a person will actually engage in a behavior or it is their intention to initiate the behavior (Ajzen, & Fishbein, 1980). By adding perceived behavioral control as an extra factor influencing intention and behavior, TPB expands on the previous TRA. TPB states that three essential elements affect behavioral intentions:

Attitude: This describes how the person feels about engaging in the behavior, whether it is positive or negative (Dangelico & Vocalelli, 2017). When it comes to green marketing, a customer's perception of environmentally friendly products can have a big impact on whether or not they decide to buy them. Subjective norms are a component that represents the perceived social pressure to engage in or refrain from engaging in a behavior (Kumar & Ghodeswar, 2015). Social and cultural elements may be very important in determining how Pakistani consumers view eco-friendly products and how inclined they are to embrace sustainable practices (Chen, & Chang, 2013).

Perceived Behavioral Control: This describes how simple or complex behavior is thought to be. Green products' accessibility, affordability, and availability can all have an impact on how in-control feelings can be operationalized in the context of green marketing to evaluate how these elements interact with consumer demographics and environmental attitudes to impact consumers' intentions to make green purchases (Delmas, & Burbano, 2011). For example, by comprehending the socioeconomic elements that impact consumer perceptions of green products and sustainable consumption habits, marketers in Pakistan seek to advance sustainable development.

Fishbein and Ajzen's 1975 Theory of Reasoned Action, a pioneer in TPB, highlights the importance of reason in action prediction (Fishbein & Ajzen, 1975). TRA posits says a person's intention to engage in a behavior will be affected by their attitude toward it as well as subjective norms (Ajzen, 1991). Although TRA is not specifically focused on perceived behavioral control, it does lay the foundations for knowing how attitudes and circumstances in society affect behavior among consumers. The green marketing under scrutiny, TRA is used to investigate how cultural attitudes impact principles, lifestyles, and behavior toward the environment giving rise to sustainable practices that affect the attitude of customers to buy environment-sustainable products (Kumar, & Ghodeswar, 2015). For example, buyers may think and he believes that if fellows think of ecofriendly practices and adopt different techniques of sustainability, they want to follow in the footsteps of their friends and their fellows in their surroundings.

Research articles include different factors related to the TPB and TRA layouts for a better understanding of the complexities of the attitude of customer behavior related to green products. These effects encounter different domains of ethnography, demography, social, political, and economic components that understand the customer's mission and vision (Gleim, Smith, Andrews, & Cronin, 2013). The consumer's past experience, their peer group influence, and buying habits have an impact on the buying behavior that is focused on a sustainable buying attitude. Many researchers have backed this perspective. A sustainable environment is promoted when this buying behavior is adopted by the customer. Knowledge about sustainability (Ottman, Stafford, & Hartman, 2006). The lifestyle of people of the choices the consumer or customer makes while buying commodities. In the country, Pakistan people distant diverse cultures exist and on the basis of this variation the think on sustainability differs and, on this factor, they have different views regarding sustainable buying behavior. It gives the deep-rooted understanding that exists in people that belong to different cultures and this carries out how they much give importance to sustainable practices that make environment sustainable practices a habit in the existing customers of that particular products.

Sustainable environment products with a quality feature price range, how it is to be promoted, how they will target their audience, and how they will be advertised come under the umbrella of green marketing. The strategy influences the buying behavior of consumers, the price, place, product, and promotion (Delmas, & Burbano, 2011). It influences the long-lasting buying attitude of the consumer. It has been studied that the buying behaviors of consumers when people start to learn their buying behavior influence the environment (Gleim, Smith, Andrews, & Cronin, 2012). When sustainable products are properly communicated to the customer with the perception of sustainability in mind it changes trends in buying behavior. People give importance to the environment and its changing attitude. People from different circles of life are impacted by these sustainable practices. Purchasing power, age, professional education, and people's attitudes toward buying are the factors that make an eco-friendly environment (Mahmoud, 2018). People buy sustainable products and pay more than the products that are manufactured on the traditional cycle. By getting how these factors interact with green marketing we can enhance our marketing campaigns on better grounds. We can understand how the economy is working by making use of the above marketing mix.

Greenwashing is the manipulation of green practices but the misrepresentation of the product as a green product by using advertisements and running marketing campaigns. The application of greenwashing by making their customers think that their product is a sustainable product with the use of marketing is a hindrance to the true practice of green marketing (Yarimoglu, & Gunay, 2020). It is the strategy adopted by many companies. The companies make use of this practice to promote their products. Studies have shown that people start to lose interest when are deceived by the companies claiming green marketing practices when real products are greenwashing the customers (Yu, Yu, & Chao, 2017). Here arises the question that customers when seen as dishonest start to question if companies are really practicing sustainable practices. This is a loss for a company that not only faces a decline in its sales but also faces a boycott by the customer when they practice dishonest claims. The consumer becomes choosy while buying products.

H1: Green Product strategies positively influence green buying intention.

Those commodities or goods that are made to decrease the dangerous effects on the environment, and climate are ecofriendly products. By the use of recycling, rebranding reimaging, and the other two Rs these harmful aspects are minimized. As consciousness rises in the customer the view of sustainability they try to buy more environment-friendly products. They prefer sustainable products over traditional products. This rise makes people conscious about promoting eco-friendly products. Researchers support this prospect and they try to lower the factors that are bad for the environment. The people's behavior molds them to buy products that are environmentally friendly (Emekci, 2019). Research has shown that people are influenced by products that have environment-friendly features to it (Shukla, 2019). A study has concluded that this practice has long-lasting effects on the community and environment altogether. This gives importance to green buying practices and people are influenced by the peer group who practice this. This is a strong relationship between green product manufacturing techniques and buying behavior. Empirical evidence supports this notion (Kautish, Paul, & Sharma, 2019).

When you have to maximize green buying habits and manufacture products on a large scale you have to forgo the traditional practices and make use of high-end raw materials and practices that can make the environment sustainable (Parveen & Ahmad, 2020). They make use of special manufacturing practices that are used by traditional, manufacturing companies. The practices are expensive and more translucent in nature. Studies have shown that people have perceived that if they are buying more then they should be given high-quality products that should be environmentally friendly.in developed countries like Germany people associate high prices with high quality that gives them ecofriendly featured products. In European countries, people pay more for sustainable products. Studies have shown that people value sustainable products. People are more loyal and buy this sustainable. This high price is an index of green pricing strategy that indicates the green product. People are challenging traditional products and they want products are green products (Nicolau, Guix, Hernandez-Maskivker, & Molenkamp, 2020)

We associate the green pricing strategy with having a positive effect on the buying practices of customers in a sustainable environment.

Green Place gives importance to consumers who buy green products that focus on retailers and suppliers. Retailers and distribution strategies implement such practices to lower carbon footprints and increase the alignment of green commodities has a significant impact on consumer buying behavior. The customer buys green products that are easily accessible in nearby markets. People are influenced to buy products that are easily available in their cities and surroundings (Rahman, Hossain, & Hossain, 2020)

Green marketing strategies are used to aware people of green buying behaviors and communicate environment-friendly marketing products. Through proper communication, people can be influenced to buy green products. Customers buy sustainable green products. Studies have shown that people buy products that are communicated in an effective and proper way and it shows sustainability. Advertising can create this image among consumers (Dash, Chakraborty, & Alhathal, 2022). Here we associate that green marketing methods have a significant effect on consumer buying behavior.

H5: Greenwashing negatively moderates the relationship between green marketing strategies and green buying intention.

It manipulates promotional features to cater to the market and influence customer to buy their product. This is making fools out of customers"., campaigns influence the people. The beneficial connections among green marketing strategies. It weakens the trust of consumers in products and its aftereffects are drastic people when understand that they are being fooled by companies that do not trust the companies and their products (Rahahleh, Moflih, Alabaddi, Farajat, & Nawaf, 2020). Here we conclude that greenwashing has a negative moderating effect on consumer buying intention. As consumers have become more and more inclined towards green products they now understand this domain (Machová, Ambrus, Zsigmond, & Bakó, 2022).

The study builds on the Theory of Planned Behavior (TPB) and the Green Marketing Mix framework, incorporating greenwashing as a moderating variable. The key constructs include:

With a sample size of 60 respondents, this study uses a quantitative research methodology to investigate green marketing tactics in Pakistan. Two sections of a structured questionnaire were used: the first collected sociodemographic information, and the second used a 5-point Likert scale to evaluate consumer attitudes and green marketing tactics.

Online surveys were used to gather data from a wide range of Pakistanis in order to guarantee representation across age, gender, and educational attainment. In order to learn more about people's opinions and intentions regarding buying eco-friendly products, the sample concentrated on those who are aware of green marketing strategies. The software that was used for analysis was Excel and SPSS.

Thedemographicprofileofthe60respondentswillbesummarizedas follows:

In the context of green marketing practices in Pakistan, this demographic profile offers a snapshot of the respondents and guarantees a balanced representation of gender, age, education, and occupation. To find out how familiar respondents are with green marketing concepts and practices, the analysis concentrates on their level of awareness. The purpose of the Consumer Attitude survey is to assess respondents' opinions about and propensity to buy environmentally friendly products.

Assessing the validity and reliability of the study's constructs is part of the measurement model evaluation process. For every construct, the given data includes Average Variance Extracted (AVE), Cronbach's Alpha, and Composite Reliability (CR). This is a thorough explanation of the evaluation using these metrics:

CR, or composite reliability

The term "composite" The internal consistency of a collection of items designed to measure the same construct is measured by reliability. In general, a CR value greater than 0.70 is regarded as acceptable, suggesting that the items accurately assess the construct.

Strong internal consistency across the items measuring each construct is indicated by CR values for all constructs that are above the acceptable cutoff of 0.70.

Greenwashing (GW) has a good Cronbach's Alpha of 0.817.

The study's findings provide a comprehensive understanding of the ways in which various green marketing strategies impact Pakistani consumers' environmentally conscious purchasing intentions (GBI). According to the adoption of theories about green products that is location, and marketing strategies, these elements have a critical role in determining consumer preferences for environmentally friendly products. The strong positive estimates for environmentally friendly manufacturing strategies, particularly when taking greenwashing into consideration, show that consumers are becoming more conscious of the environmental benefits of green products. This awareness is important since consumers are placing a higher priority on sustainability while making purchases. The factor loading for the sentence, "Green personal care goods provide solutions for environmental problems," is 0.912. The results demonstrate that customers think that these items will solve environmental issues. This viewpoint aligns with the increasing global focus on responsibility for the planet and conservation. Customers are more likely to seek out products that align with their beliefs as they become more aware of how their choices impact the environment. Marketers have an opportunity to emphasize the environmental benefits of their products thanks to this trend, which will boost customer participation and loyalty. Additionally, the significant influence of green campaigns (0.80**) highlights the importance of effective advertisements in raising consumer awareness and sway buying decisions. Users are prone to pay interest in advertisements that emphasize the benefits of the environment, according to available investigations, which can assist them in making informed judgments about what to buy. As demonstrated by the rejection of the hypothesis relevant to green pricing techniques (0.13**), customers may be hypersensitive to price discrepancies even while they recognize the importance of environmentally friendly offerings, particularly in non-greenwashing circumstances. According to this study, consumers won't be willing to pay more for green items if they think their price is too high. Consequently, retailers should consider inexpensive pricing tactics to make green products more accessible to a larger audience. Offering discounts, promotions, or product bundling may be necessary to raise perceived value without compromising profitability. The negative moderating effect of greenwashing on the relationship between green marketing strategies and GBI emphasizes the potential risks of making exaggerated ecological assertions... Greenwashing has the potential to significantly lower client confidence and purchasing intentions, depending on the projections. Firms must prioritize truthfulness and openness in their marketing efforts in order to gain an edge over more clients in the present market, as consumers are becoming increasingly skeptical of corporations that exaggerate their environmental claims. Third-party acceptance is needed here regarding the details of product sales and purchases. The more people are educated the more are they aware of green products and their sustainability this shows that education raises awareness among people. Marketers must be educated about this sustainable environment by running different educational schemes and training programs.

People in the business cycle who want to implement sustainable practices in their companies can benefit from this study. First and foremost, the findings suggest that businesses should. Research and development carried out using a marketing mix can help the companies understand the different factors and situations present in the market. The companies can understand the effect of greenwashing on their companies their products and their standing in the market.

this study using the marketing mix and the role of greenwashing as a mediator shows how it affects the customer and the company. The four Ps have a positive relationship with consumer buying behavior whereas greenwashing has a negative effect on consumer buying behavior. It created a bad image of the company and its product in the eyes of consumers. People are inclined to pay more for green products and environment-friendly products.

We need to understand respondents sometimes overstate their responses and it affects the results. Fraud and claims by companies also affect the results. This study presents significant new data regarding the impact of green marketing strategies on the green buy intentions (GBI) of Pakistani consumers. More demographics should be added to study greenwashing behavior and . this study took place in the narrative of Pakistan more countries should be added to see their impacts in relation to different countries.

Green behavior and green marketing are studied in a limited domain in this article. People evolve and so do their behaviour. Future studies should be conducted on the longitudinal studies to understand how attitudes change with time. Word of mouth, peer group discussions, and suggestions should be given importance. Moe-specific traits should added to understand how they impact buying behavior. We must look into how LWS influences consumer buying behavior.