MODA SANOATIDA YASHIL MARKETING VA ISTE’MOLCHILARNING EKOLOGIK ONGINI RIVOJLANTIRISH
DOI:
https://doi.org/10.5281/zenodo.18479018Keywords:
yashil marketing, ekologik ong, moda sanoati, iste’molchi xulq-atvori, raqamli kontentAbstract
Mazkur tezisda moda sanoatida yashil marketing strategiyalarining iste’molchilarning ekologik ongiga
ta’siri nazariy jihatdan tahlil etildi. Ekologik bilim, ijobiy munosabat va xarid niyati o‘rtasidagi bog‘liqlik mavjud modellar
asosida asoslab berildi. Brendga bo‘lgan ishonch va raqamli kontent sifati muhim omil ekani aniqlangan. Shuningdek,
“greenwashing” holatlari ekologik marketingga salbiy ta’sir ko‘rsatishi aniqlashtirildi. Tadqiqotda marketingning madaniy
kontekstga moslashuvi va halollik tamoyiliga asoslanishi zarurligi taklif qilindi. Tezisda amaliy takliflar ilgari surildi.
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