Tel: +998977838464
Search

№ 7 (2024)
Marketing

Научные статьи

YASHIL QURILISHDA EKO-MARKETING VA ISTEʼMOLCHI TAHLILI

DOI 10.67668/mj/2024iss7/1406 Страницы 136-145

Опубликован 2024-10-10

Авторы
Qoʻziyev Jaloladdin Alisher oʻgʻli
Организация
Ташкентский государственный экономический университет image/svg+xml
PDF (узбекский) Google Scholar Google Scholar

Аннотация

Ushbu maqola isteʼmolchi tahlili yordamida yashil qurilish doirasida ekomarketingning isteʼmolchi xulq-atvoriga taʼsirini oʻrganadi. Tadqiqotning maqsadi ekologik jihatdan barqaror qurilish amaliyotlari bilan bogʻliq xarid qarorlariga taʼsir koʻrsatadigan asosiy omillarni aniqlash va eko-marketing strategiyalarining isteʼmolchilar kutganlariga qanchalik mos kelishini aniqlashdir. Buning uchun yashil qurilish loyihalarida ishtirok etgan turli isteʼmolchilar namunasi asosida kesma maʼlumotlar toʻplandi. Maʼlumotlar toʻplamiga turli demografik va psixografik oʻzgaruvchilar, shuningdek, ekologik toza mahsulotlar va marketing tashabbuslariga nisbatan munosabatlar haqidagi javoblar kiritilgan. Tadqiqot ANOVA usulidan foydalanib, turli demografik guruhlar boʻyicha isteʼmolchi xulq-atvoridagi farqlarni baholaydi va xarid qilish tanlovlarida eko-marketing strategiyalarining statistik ahamiyatini tahlil qiladi. Natijalar isteʼmolchilar xohish-istaklarida yosh, daromad va ekologik xabardorlik kabi omillar asosida sezilarli oʻzgarishlar borligini koʻrsatadi. Tadqiqotning xulosalari shaffoflik, barqarorlik sertifikatlari va ekologik sertifikatlarning isteʼmolchilarning qaror qabul qilish jarayonida tobora ortib borayotgan ahamiyatini taʼkidlaydi. Tadqiqot eko-marketingning yashil qurilish sohasida isteʼmolchi tasavvurlarini shakllantirishda va ekologik masʼuliyatli xarid qilish xulqini rivojlantirishda muhim rol oʻynashini tasdiqlaydi. Ushbu tushunchalar kompaniyalar uchun oʻzlarining eko-marketing saʼy-harakatlarini kuchaytirish, barqarorlik talablariga javob berishni taʼminlash uchun qimmatli ahamiyatga ega. Ushbu tadqiqot eko-marketing va isteʼmolchi analitikasi oʻrtasidagi bogʻliqlikni chuqurroq tushunishga hissa qoʻshadi va yashil qurilish amaliyotlarini ilgari suradi.

Библиографические ссылки

  1. (1976–2021). Sustainability, 14(7), 3999. https://doi.org/10.3390/su14073999
  2. Jinan, A. S. I., Surachman, S., & Djumahir, D. (2022). Analysis of the effect of green marketing and environmental knowledge on purchase intentions mediated by brand image. International Journal of Environmental Sustainability and Social Science, 3(1), 47–58. https://doi.org/10.56005/ijesss.v3i1.40
  3. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer- based brand equity. Journal of Marketing, 57(1), 1–23. https://doi.org/10.1177/002224299305700101
  4. Kumar, B., Manrai, A. K., & Manrai, L. A. (2017). Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study. Journal of Retailing and Consumer Services, 34, 1–9. https://doi.org/10.1016/j.jretconser.2016.09.004
  5. Lu, Y., Zhao, L., & Wang, B. (2010). From virtual community members to C2C e-commerce buyers: Trust in virtual communities and its effect on consumersʼ purchase intention. Electronic Commerce Research and Applications, 9(4), 346–360. https://doi.org/10.1016/j.elerap.2009.12.003
  6. Maha, M., & Ahmed, Y. (2012). Perception of green brand in an emerging innovative market. European Journal of Innovation Management, 15(4), 514–537. https://doi.org/10.1108/14601061211272315
  7. Musova, Z., Musa, H., & Matiova, V. (2021). Environmentally responsible behavior of consumers: Evidence from Slovakia. Economics & Sociology, 14(4), 178– 198. https://doi.org/10.14254/2071-789X.2021/14-4/10
  8. Naz, F., Oláh, J., Vasile, D., & Magda, R. (2020). Green purchase behavior of university students in Hungary: An empirical study. Sustainability, 12(24), 10077. https://doi.org/10.3390/su122410077
  9. Nekmahmud, M., & Fekete-Farkas, M. (2020). Why not green marketing? Determinates of consumersʼ intention to green purchase decision in a new developing nation. Sustainability, 12(21), 7880. https://doi.org/10.3390/su12217880
  10. Rand Corporation. (2004). Consumer power. RAND Corporation. https://www.rand.org/pubs/research_briefs/RB9049.html
  11. Rizwan, M., Asif, R. M., Hussain, S., Hassan, M. A. M., & Javeed, U. (2013). Future of green products in Pakistan: An empirical study about green purchase intentions. Asian Journal of Empirical Research, 3(2), 191–207. https://doi.org/10.18488/journal.1007
  12. Schlosser, A. E., White, T. B., & Lloyd, S. M. (2006). Converting website visitors into buyers: How website investment increases consumer trusting beliefs and online purchase intentions. Journal of Marketing, 70(2), 133–148. https://doi.org/10.1509/jmkg.70.2.133

Скачивания

Данные скачивания пока недоступны.