Tel: +998977838464
Search

No. 5 (2026)
Marketing

Ilmiy maqolalar

ISTEʼMOLCHILARNING EKOLOGIK VA BARQAROR ISTEʼMOL XULQ-ATVORIGA YASHIL MARKETING STRATEGIYALARIGA TAʼSIRI

Published 2026-05-11

Authors
Abduqodirova Donoxon Raximjonovna
pdf (Uzbek) Google Scholar Google Scholar

Abstract

Mazkur tadqiqotda iste’molchilarning ekologik ongi hamda barqaror iste’mol
xulq-atvoriga yashil marketing strategiyalarining ta’siri tahlil qilindi. Tadqiqot
davomida ekologik xabardorlik, yashil mahsulotlarga bo‘lgan munosabat, xarid xulqatvori
va yashil marketing kommunikatsiyalariga nisbatan ishonch darajasi o‘rganildi.
Onlayn so‘rovnoma asosida olingan natijalar iste’molchilarning ekologik
mahsulotlarga qiziqishi ortib borayotganini ko‘rsatdi. Tahlillar natijasida ekologik
sertifikatlarning ishonchni oshiruvchi asosiy omil ekani aniqlangan. Tadqiqotda yashil
marketing strategiyalarini takomillashtirish, raqamli kommunikatsiyalarni
rivojlantirish hamda ekologik mahsulotlar bozorini kengaytirishga qaratilgan ilmiyamaliy
tavsiyalar ishlab chiqildi.

Keywords

yashil marketing, ekologik ong, barqaror iste’mol, iste’molchi xulq-atvori, ekologik sertifikat, yashil mahsulot, raqamli marketing, greenwashing.

References

  1. 1. Hojnik, J., Ruzzier, M., & Konecnik Ruzzier, M. (2019). Transition towards
  2. sustainability: Adoption of eco-products among consumers. Sustainability, 11(16), 4308. https://doi.org/10.3390/su11164308
  3. 2. Nemes, N., Scanlon, R., Smith, P., & Smith, T. (2022). Greenwashing: A
  4. systematic review. Sustainability, 14(7), 4436. https://doi.org/10.3390/su14074436
  5. 3. Abdurashidova , N., & Abduqodirova , D. (2025). KORXONALARDA
  6. YASHIL MARKETING STRATEGIYALARIDAN FOYDALANISHNING XORIJ
  7. TAJRIBASI. GREEN ECONOMY AND DEVELOPMENT, 3(12).
  8. https://doi.org/10.5281/zenodo.17914371
  9. 4. Carrion Bosquez, N. G., & Arias-Bolzmann, L. G. (2022). Factors influencing
  10. green purchasing inconsistency of Ecuadorian millennials. British Food Journal,
  11. 124(8), 2461-2480. https://doi.org/10.1108/BFJ-05-2021-0558
  12. 5. Pancic. M., Serdarusic, H., & Cucic, D. (2023). Green Marketing and
  13. Repurchase Intention: Stewardship of Green Advertisement, Brand Awareness, Brand Equity, Green Innovativeness, and Brand Innovativeness. Sustainability, 15(16), 12534. https://doi.org/10.3390/su151612534
  14. 6. Radwan, K. (2024). Strategic green marketing: Exploring consumer
  15. perceptions and preferences for sustainable products. International Journal of Green Management and Business Studies. https://doi.org/10.56830/IJGMBS06202405
  16. 7. Sharopova, N. (2024). Tadbirkorlik faoliyatida istemolchilar xulq-atvorini
  17. oʻrganish boʻyicha tadqiqotlarni takomillashtirish. GREEN ECONOMY AND
  18. DEVELOPMENT, 2(5). https://yashil-iqtisodiyottaraqqiyot.
  19. uz/journal/index.php/GED/article/view/2789
  20. 8. Glavic. (2021). Evolution and current challenges of sustainable consumption
  21. and production. Sustainability, 13(16), 9379. https://doi.org/10.3390/su13169379
  22. 9. Eyasu, A., & Negash, M. (2026). How and when green marketing works: A
  23. systematic review of consumer responses, moderators, and boundary conditions.
  24. Future Business Journal, 12, 127. https://doi.org/10.1186/s43093-026-00839-0
  25. 10. García-Salirrosas, E. E., & Rondon-Eusebio, R. F. (2022). Green marketing
  26. practices related to key variables of consumer purchasing behavior. Sustainability,14(14), 8499. https://doi.org/10.3390/su14148499

Downloads

Download data is not yet available.