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No. 9 (2025)
Marketing

Articles

THE ROLE OF DIGITAL MARKETING IN FORMING ECOLOGICAL AWARENESS OF CONSUMERS

Published 2025-09-30

Authors
Uzoqova Dilnoza Yusuf qizi
Affiliation
Tashkent State University of Economics, Department of Marketing, basic doctoral student
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Abstract

The article examines the role of digital marketing in shaping consumersʼ environmental awareness. Based on content analysis and comparative approaches, it discusses the effectiveness of social media, mobile applications, and interactive advertising in prom oting ecological values. The findings indicate that digital platforms significantly influence consumersʼ ecological attitudes and behavioral changes. The study also highlights the social importance of green marketing and the role of brands in fostering env ironmental culture through digital strategies. 189

Keywords

digital marketing, environmental awareness, consumer behavior, sustainable development, social media, interactive content, ecological values, eco - friendly products, digital strategy, environmental responsibility, marketing communications, mobile applicati ons

References

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