INNOVATIVE MARKETING CONCEPTS IN THE CONTEXT OF THE GREEN ECONOMY (WITH A COUNTRY FOCUS ON UZBEKISTAN)
Abstract
This paper examines the role of innovative marketing in advancing the green economy through integration with sustainability principles and measurable impact. The study identifies key theories such as the Triple Bottom Line, Diffusion of Innovations, and Stakeholder Theory, linking them to purpose-driven branding and circular business models. Special attention is given to Uzbekistan’s green transition policies, renewable energy projects, and financial mechanisms supporting low-carbon development. The findings suggest that marketing becomes a strategic instrument for sustainable transformation when embedded in verified impact systems and aligned with policy and finance frameworks.References
- 1 Presidential Resolution No. PP-4477: Strategy for the Transition to a Green Economy 2019–2030. 2 World Bank CCDR – Uzbekistan (2023). 3 UNFCCC NDC Registry (2021). 4 Masdar and ACWA Power project reports. 5 EBRD and UNDP publications on green bonds. 6 Hydrogen Insight, Reuters, OECD, Asian Development Bank
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