SHAIKH MUHAMMAD FAKHRE ALAM; HAMMAD ZAFAR; 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. Journal of Management Science Research Review, [S. l.], v. 5, n. 2, p. 205–235, 2026. Disponível em: https://www.jmsrr.com/index.php/Journal/article/view/504. Acesso em: 15 apr. 2026.