$re = '/{% image (([a-z]|[A-Z]|[0-9]|\.|_|=|-|\'|\s)*)(?<!loading=\'lazy\')\s* %}/m';
$str = '{% image self.hero_image fill-803x300 as hero_image loading=\'lazy\' %}
{% image self.hero_image fill-803x300 as hero_image %}
{% image self.hero_image fill-803x300 as hero_image lo %}
{% image self.image_desktop fill-480x776.noauto as image_480 %}';
$subst = "";
$result = preg_replace($re, $subst, $str);
echo "The result of the substitution is ".$result;
Please keep in mind that these code samples are automatically generated and are not guaranteed to work. If you find any syntax errors, feel free to submit a bug report. For a full regex reference for PHP, please visit: http://php.net/manual/en/ref.pcre.php