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No. 9 (2026)
Marketing

Scientific articles

YASHIL MARKETING STRATEGIYALARINING ISTEʼMOLCHI QARORLARIGA TAʼSIRI

DOI 10.67668/mj/2026iss9/2102 Pages 669-680

Published 2026-09-07

Authors
Muxtarov Xamidxon a , Maxmudov Tohirjon Olimjonovich b
Affiliations
a “Mustang Textile” MChJ “Moliya direktori” va “Xalqaro aloqalar” boʻyicha menejeri
b Namangan State Technical University image/svg+xml
Marketing jurnali — 2026-yil sentabr, 9-son
PDF (Uzbek) Google Scholar Google Scholar

Abstract

This article analyses the influence of green marketing strategies on consumer decisions and sustainable development based on the scientific literature. It examines the relationships between green products, pricing, distribution and communications, and consumers’ perceived value, green trust and purchase intention. The study employs comparative analysis, systematisation and conceptual modelling. It proposes a conceptual model linking green marketing strategies to actual consumer behaviour and environmental outcomes, alongside assessment indicators and a sequence for strategy implementation. The study highlights the need to distinguish purchase intention from actual purchasing, substantiate environmental claims with verifiable evidence, and assess strategy effectiveness using economic, environmental and social indicators. The results may serve as practical guidance for companies in substantiating environmental claims, implementing a green marketing strategy step by step, and assessing its outcomes using product life-cycle indicators. The findings also provide a theoretical basis for further empirical research on green marketing.

Keywords

green marketing, sustainable development, sustainable consumption, green marketing myopia, greenwashing, environment

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