http://dx.doi.org/10.31703/gssr.2025(X-II).15
10.31703/gssr.2025(X-II).15
Published : Jun 2025
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.
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(1) Rafia Amjad
PhD Candidate, Hailey College of Banking and Finance, University of the Punjab, Lahore, Punjab, Pakistan.
(2) Zargham Ullah Khan
Assistant Professor, Hailey College of Banking and Finance, University of the Punjab, Lahore, Punjab, Pakistan.
(3) Hafiza Amina Shahzadi
PhD Candidate, Hailey College of Banking and Finance, University of the Punjab, Lahore, Punjab, Pakistan.
Cite this article
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APA : Amjad, R., Khan, Z. U., & Shahzadi, H. A. (2025). Linking Green Marketing Practices and Greenwashing to Eco-Friendly Buying Behavior: Evidence from Pakistan. Global Social Sciences Review, X(II), 177-195. https://doi.org/10.31703/gssr.2025(X-II).15
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CHICAGO : Amjad, Rafia, Zargham Ullah Khan, and Hafiza Amina Shahzadi. 2025. "Linking Green Marketing Practices and Greenwashing to Eco-Friendly Buying Behavior: Evidence from Pakistan." Global Social Sciences Review, X (II): 177-195 doi: 10.31703/gssr.2025(X-II).15
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HARVARD : AMJAD, R., KHAN, Z. U. & SHAHZADI, H. A. 2025. Linking Green Marketing Practices and Greenwashing to Eco-Friendly Buying Behavior: Evidence from Pakistan. Global Social Sciences Review, X, 177-195.
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MHRA : Amjad, Rafia, Zargham Ullah Khan, and Hafiza Amina Shahzadi. 2025. "Linking Green Marketing Practices and Greenwashing to Eco-Friendly Buying Behavior: Evidence from Pakistan." Global Social Sciences Review, X: 177-195
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MLA : Amjad, Rafia, Zargham Ullah Khan, and Hafiza Amina Shahzadi. "Linking Green Marketing Practices and Greenwashing to Eco-Friendly Buying Behavior: Evidence from Pakistan." Global Social Sciences Review, X.II (2025): 177-195 Print.
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OXFORD : Amjad, Rafia, Khan, Zargham Ullah, and Shahzadi, Hafiza Amina (2025), "Linking Green Marketing Practices and Greenwashing to Eco-Friendly Buying Behavior: Evidence from Pakistan", Global Social Sciences Review, X (II), 177-195
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TURABIAN : Amjad, Rafia, Zargham Ullah Khan, and Hafiza Amina Shahzadi. "Linking Green Marketing Practices and Greenwashing to Eco-Friendly Buying Behavior: Evidence from Pakistan." Global Social Sciences Review X, no. II (2025): 177-195. https://doi.org/10.31703/gssr.2025(X-II).15