TOVARLARNI ILGARI SURISHDA EKO MARKETING STRATEGIYALARIDAN FOYDALANISH
DOI:
https://doi.org/10.5281/zenodo.18484789Keywords:
eko-marketing, eko-reklama, yashil iqtisodiyot, eko-yorliqlash, eko-brending, iste’molchi xatti-harakati, barqaror rivojlanish, reklama strategiyasi, ekologik ongAbstract
Ushbu tadqiqotda tovarlarni ilgari surishda qo‘llaniladigan marketing reklama vositasini yaratishda ekomarketing
strategiyalaridan foydalanishning zamonaviy usullari tahlil qilindi. Shuningdek, “O‘zbekiston – 2030” strategiyasida
belgilangan “yashil iqtisodiyot”ga o‘tish vazifalari reklama va marketing sohalarida ekologik kommunikatsiyalarni keng
qo‘llash zarurligini kuchaytirishi, eko-marketingning milliy iqtisodiyot barqarorligiga qo‘shadigan hissasi ochib berildi
References
1. Zhang F., Zhang Y., Liao S., Zhou X., Ma X. Research on the impact of matched effects between green advertising
appeals and product type on consumer purchase intention. Journal of Retailing and Consumer Services, Vol. 85, 2025,
104265. ISSN 0969-6989. https://doi.org/10.1016/j.jretconser.2025.104265
2. Mohammadi E., Barzegar M.M., Nohekhan M. The Green Advantage: Analyzing the Effects of Eco-Friendly Marketing
on Consumer Loyalty. 2023. https://doi.org/10.48550/arXiv.2312.16698
3. Chen G., Sabir A., Rasheed M.F., Belascu L., Su C.-W. Green marketing horizon: Industry sustainability through
marketing and innovation. Journal of Innovation & Knowledge, Vol. 9, Issue 4, 2024, 100606. ISSN 2444-569X. https://
doi.org/10.1016/j.jik.2024.100606
4. Leonidou C.N., Katsikeas C.S., Morgan N.A. Greening the marketing mix: Do firms do it and does it pay off? Journal of
the Academy of Marketing Science, 41, 2013, pp. 151–170. https://doi.org/10.1007/s11747-012-0317-2
5. Peattie K., Peattie S. Social marketing: A pathway to consumption reduction? Journal of Business Research, 62, 2009,
pp. 260–268. https://doi.org/10.1016/j.jbusres.2008.01.033
6. Nguyen T.N., Lobo A., Greenland S. Pro-environmental purchase behaviour: The role of consumers’ biospheric
values, attitudes and advertising skepticism. Journal of Promotion Management, 23(4), 2017, pp. 551–568.
https://doi.org/10.1080/10496491.2017.1297977
7. Delafrooz N., Taleghani M., Nouri B. Effect of green marketing on consumer purchase behaviour in Iran. International
Journal of Business and Social Science, 5(2), 2014, pp. 399–407. ISSN 2219-1933.
8. Ottman J.A., Stafford E.R., Hartman C.L. Avoiding green marketing myopia: Ways to improve consumer appeal for
environmentally preferable products. Environment: Science and Policy for Sustainable Development, 48(5), 2006, pp. 22–36.
https://doi.org/10.3200/ENVT.48.5.22-36
9. Rahbar E., Wahid N.A. Investigation of green marketing tools’ effect on consumers’ purchase behavior. Business
Strategy Series, 12(2), 2011, pp. 73–83. https://doi.org/10.1108/17515631111114877
10. Chen Y.S. The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of
Business Ethics, 93, 2010, pp. 307–319. https://doi.org/10.1007/s10551-009-0223-9
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 GREEN ECONOMY AND DEVELOPMENT
This work is licensed under a Creative Commons Attribution 4.0 International License.