KORXONALARDA YASHIL MARKETING STRATEGIYALARIDAN FOYDALANISHNING XORIJ TAJRIBASI
DOI:
https://doi.org/10.5281/zenodo.17914371Keywords:
yashil marketing, yashil innovatsiyalar, yashil brend, greenwashing (soxta ekologik qiyofa yaratish), yashil marketing strategiyalari, iste’molchiAbstract
Ushbu maqolada korxonalarda yashil marketing strategiyalarining xorijiy amaliyotlari tahlil qilinadi hamda
ushbu yondashuvning nazariy asoslari qisqacha yoritiladi. Shuningdek, kompaniyalar tomonidan qo‘llanilayotgan asosiy
instrumentlar — yashil mahsulotlar, ekologik toza qadoqlash, mahsulotning “hayotiy tsikli”ga oid xabardorlik, yashil brendni
pozitsiyalash va yashil kommunikatsiyaning samaradorligi masalalari ochib beriladi. Tadqiqot Scopus va Web of Science
ilmiy bazalarida chop etilgan yetakchi olimlarning mualliflik yondashuvlariga tayangan holda olib borilib, adabiyotlar tahlili
hamda xorijiy mamlakatlar tajribasi asosida qiyosiy tahlil usullaridan foydalanildi. Tadqiqot natijalari shuni ko‘rsatadiki,
yashil marketing strategiyalarining izchil joriy etilishi korxona imijini mustahkamlaydi, iste’molchilar ishonchini oshiradi va
uzoq muddatli moliyaviy barqarorlikni ta’minlashga xizmat qiladi. Mazkur jarayonning samaradorligi esa korxonaning ichki
ekologik majburiyatlari, mahsulot sifati, narx siyosati hamda iste’molchilarning ekologik xabardorlik darajasi bilan uzviy
bog‘liqdir.
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