GREEN MARKETING: THE COMPATIBILITY OF ECOLOGICAL INNOVATIONS AND MARKETING STRATEGIES
Main Article Content
Abstract
The article analyzes the essence of the concept of green marketing, its inextricable link with ecological innovations, and its role in modern marketing strategies. The aggravation of environmental problems on a global scale, the growing demands of consumers aimed at protecting the environment are encouraging companies to produce sustainable and environmentally friendly products. In this regard, green marketing is not only an advertising or sales method, but also a strategic tool that combines environmental responsibility and innovative approaches. The article analyzes the prospects for the development of green marketing in Uzbekistan, foreign experience and opportunities in the local market, and identifies the main areas of marketing strategies necessary for the successful implementation of ecological innovations.
Downloads
Article Details
Section
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain the copyright of their manuscripts, and all Open Access articles are disseminated under the terms of the Creative Commons Attribution License 4.0 (CC-BY), which licenses unrestricted use, distribution, and reproduction in any medium, provided that the original work is appropriately cited. The use of general descriptive names, trade names, trademarks, and so forth in this publication, even if not specifically identified, does not imply that these names are not protected by the relevant laws and regulations.
How to Cite
References
1.United Nations Environment Programme (UNEP). (2023). Sustainable Marketing: Leveraging Green Innovations for the Planet. Nairobi: UNEP Publications.
2.Kotler, P., Sarkar, C., & Setiawan, I. (2023). Marketing 6.0: Creating Value through Sustainability and Technology. Wiley.
3.International Energy Agency (IEA). (2023). Clean Energy Innovation 2023 Report. www.iea.org
4.Hasanov, B., & Mirzayeva, D. (2024). “The Impact of Green Marketing Strategies on Competitiveness: The Experience of Uzbekistan.” Journal of Economics and Innovative Technologies, No. 2(45), 61–68.
5.Global Green Growth Institute (GGGI). (2023). Green Business Models and Marketing Practices in Developing Countries. Seoul: GGGI.
6.State Committee for Ecology. (2023). Transitioning to a Green Economy in Uzbekistan: Strategy and Practice. Tashkent: Ekopress.
7.Smith, L., & Zhang, M. (2024). “Consumer Perception and Corporate Commitment in Green Branding.” Journal of Sustainable Marketing, 6(1), 13–27.
8.World Bank. (2023). Integrating Climate-Smart Innovation in Business Strategy. Washington D.C.: World Bank Group.
9.Karimov, S. R. (2023). “Marketing Approaches to Commercializing Environmental Innovations.” Journal of Marketing and Competitiveness, No. 3(28), 45–52.