Green marketing has become a crucial strategy thanks to consumers’ increasing awareness of environmental issues. However, when not supported by effective action, it can result in distrust and perceptions of greenwashing. This study examines the mediating effects of green trust, green brand loyalty, and Green Word-of-Mouth (GWOM) on consumers’ green purchase behavior (using AMOS and SPSS software). It also considers the impact of businesses’ greenwashing on green purchase behavior. Based on the findings, greenwashing is found to exert a detrimental effect on consumers’ green purchase behavior. This study also demonstrates that greenwashing has a negative relationship with green brand loyalty, green trust, and GWOM. Furthermore, green purchase behavior is shown to be significantly influenced by green brand loyalty, trust, and GWOM. It is also confirmed that the negative association between …