Tel: +998977838464
Search


Maxsus son

Ilmiy maqolalar

ADVANCING GREEN MARKETING THROUGH GLOBAL CHALLENGES AND NEW HORIZONS

DOI 10.67668/mj/2025issspecial/1439 Betlar 70-75

Nashr qilingan 2025-10-16

Mualliflar
Dr. Aajaz Ahmad Hajam a , Dr. Alphonsa S John b
Affiliations
a Tashkent International University image/svg+xml
b Assistant ORCID ID
PDF (inglizcha) Google Scholar Google Scholar

Annotatsiya

Green marketing has emerged as a critical strategic domain as organizations increasingly integrate environmental sustainability into business operations. This paper examines the contemporary challenges confronting global green marketing, including greenwashing, regulatory heterogeneity, limited measurement standards, and the persistent disparity between consumer attitudes and actual behavior. Drawing on theoretical frameworks such as the Theory of Planned Behavior, Resource Based View, and Institutional Theory, the study evaluates emerging strategies including technologyenabled transparency, circular economy integration, consumer co-creation, and crosscultural adaptation. Evidence-based recommendations are provided for enhancing credibility, operational efficiency, and consumer engagement. The analysis underscores the need for rigorous longitudinal research to inform sustainable marketing practice and policy formulation.

References

  1. Ottman JA. The New Rules of Green Marketing Strategies Tools and Inspiration for Sustainable Branding. Routledge 2017
  2. Peattie K, Crane A. Green marketing legend myth farce or prophesy. Qualitative Market Research: An International Journal 2005;8(4):357-370
  3. Elkington J. Cannibals with Forks The Triple Bottom Line of 21st Century Business. Capstone 1998
  4. NielsenIQ. Green Gauge Global Sustainability Report 2023. https://nielseniq.com
  5. Delmas M, Burbano VC. The drivers of greenwashing. California Management Review 2011;54(1):64-87
  6. European Commission. EU Green Claims Directive 2023. https://ec.europa.eu/environment/green-claims
  7. Correia E, Sousa S, Viseu C, Larguinho M. Analysing the influence of green marketing communication in consumers green purchase behaviour. International Journal of Environmental Research and Public Health 2023;20(2):1356
  8. Mehraj D, Qureshi IH, Singh G, Nazir N. Demographic influences on green consumer behavior in emerging economies. Business Strategy and Development 2023;6(2):89-102
  9. Chen YS. Green innovation and sustainable competitive advantage. Management Decision 2008;46(2):268-289
  10. Lim M, Lee J, Kim H. Technology-enabled transparency in sustainable consumption. Journal of Cleaner Production 2023;398:136482
  11. Ranjbari M, Shafiee S, Rana P, Luthra S. Future perspectives of consumer co- creation in sustainable marketing. Journal of Cleaner Production 2022;367:132938
  12. Geissdoerfer M, Savaget P, Bocken NMP, Hultink EJ. The Circular Economy A new sustainability paradigm. Journal of Cleaner Production 2017;143:757-768
  13. Ottman JA. Innovation in green product design and competitive advantage. Journal of Marketing Development and Competitiveness 2018;12(2):45-55
  14. Scott WR. Institutions and Organizations Ideas Interests and Identities. Sage Publications 2013
  15. Mehraj D, Singh G, Qureshi IH. Cross-cultural perspectives on green marketing. International Journal of Consumer Studies 2022;46(5):789-803

Yuklab olishlar

Yuklab olish ma’lumotlari hali mavjud emas.