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2026
III International Bioeconomy Forum: Special Issue

V-SEKSIYA - SIRKULYAR IQTISODIYOT VA QAYTA TIKLANUVCHI ENERGIYA MANBALARINI INTEGRATSIYALASH IMKONIYATLARINI OSHIRISH

TIJORAT BANKLARIDA YASHIL MOLIYAVIY MAHSULOTLARNI ILGARI SURISHDA RAQAMLI MARKETING STRATEGIYALARIDAN FOYDALANISHNI TAKOMILLASHTIRISH

DOI 10.67668/mj/2026issmaxsus/2078 Pages 213-224

Published 2026-09-25

Authors
Xayitaliyev Nazirjon Yunusaliyevich
Affiliation
Yetakchi auditor “Davlat belgisi” MChJ
III Bioiqtisodiyot xalqaro forumi, Buxoro, 24-25-sentabr 2026
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Abstract

The article examined the theoretical and methodological foundations of using digital marketing strategies to promote green financial products in commercial banks. Synthesising green banking, green trust, customer journey and technology acceptance concepts, the author substantiated that reducing information asymmetry is central to promoting green loans, deposits, cards and retail bonds. Formulas for an integral effectiveness index across customer journey stages and for a conversion chain were proposed. It was shown that bank cards in circulation in Uzbekistan reached 63.6 million, remote banking users 62.1 million, and green credit lines of international financial institutions together with sovereign green bonds created a broad base for digital promotion. A conceptual model combining segmentation, personalisation, educational content and greenwashing risk control was developed, and recommendations for banks were substantiated. The results can be used by commercial banks in developing marketing policy for green products and in assessing the effectiveness of digital channels.

Keywords

green banking, green financial products, digital marketing, customer journey, green trust, greenwashing, mobile banking, personalisation

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