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.

In this study, the researcher examines how student grades influence the entrepreneurial behavior of intermediate students, belief, self-efficacy, and entrepreneurial intention form mediating variables. A sample size of 400 respondents chosen by convenience sampling. The importance of each of the variables can be viewed with reference to employability: entrepreneurial education is perceived as a means that builds important or necessary competences, like thinking critically and being able to see opportunities. The mediators are hypothesized to enhance the relationship between academic performance and entrepreneurial behavior by serving as a booster that converts learning experiences and facilitating income to action-oriented directions. The study supports all direct and indirect hypotheses showing that the effect of belief, self-efficacy and entrepreneurial intention can be seen as rather important to increase the predictive force of academical achievements on entrepreneurial success.

Supermarket industry in Pakistan is growing at a fast pace, technology-driven retail experiences regarding customer reactions in emerging-market contexts is not verified. This research examines effects of technological improvement on behavioral outcomes. Based on technology acceptance model and stimulus organism response viewpoint, study uses a cross-sectional survey of 226 customers in Pakistan supermarkets. PLS-SEM was used to evaluate data. Findings showed significant mediating role of experiential factors mediated by satisfaction on behavioral outcomes. Direct influences indicate that channel integration leads to willingness to pay and technological advancement and engagement/interactivity lead to loyalty.  Work contributes to existing body of knowledge in digital retail by providing a practical suggestion on how supermarkets can enhance advocacy and value perception by designing experience with interactive and integrated experience.