Shaikh Muhammad Fakhre Alam, Hammad Zafar, and Muhammad Konain Butt, “THE IMPACT OF NON ECO-FRIENDLY PACKAGING ON GREEN BRAND EQUITY: THE MEDIATING ROLE OF GREENWASHING & ECO-LABEL CONFUSION & THE MODERATING ROLE OF BRAND TRUST & GREEN BRAND”, JMSRR, vol. 5, no. 2, pp. 205–235, Apr. 2026.