Tel: +998901234567
Search

№ 5 (2025)
Marketing

Articles

ЦИФРОВОЙ МАРКЕТИНГ ДЛЯ ЗЕЛЕНОЙ ЭКОНОМИКИ: ТЕНДЕНЦИИ И ИННОВАЦИИ

Опубликован 2025-05-31

Авторы
Salayeva Quvonchoy Rustam qizi
Организация
Студент бакалавриата Ташкентского государственного экономического университета, экономический факультет
PDF (английский) Google Scholar Google Scholar

Аннотация

В данной статье рассматривается роль цифрового маркетинга в продвижении зеленой экономики с акцентом на современные тенденции и инновационные стратегии. Анализируется, как компании используют цифровые платформы для повышения экологической осведомленности, продвижения экологически чистых продуктов и взаимодействия с устойчивыми потребителями. Исследование подчеркивает эффективность таких инструментов, как социальные медиа -кампании, маркетинг через инфлюенсеров, SEO и экологический контент -маркетинг. Результаты показывают, что интеграция ценностей устойчивого развития в цифровой маркетинг способствует укреплению репутации бренда и стимулирует экологически ответственное поведение потребителей.

Ключевые слова

зелёная экономика, цифровой маркетинг, устойчивость, эко-брендинг, контент -маркетинг

Библиографические ссылки

  1. Kotler, P., & Armstrong, G. (2021). Principles of Marketing (18th ed.). Pearson.
  2. Saura, J. R., Palos -Sanchez, P., & Rodríguez Herráez, B. Digital marketing for sustainable growth: Business models and online campaigns using sustainable strategies. Sustainability, 2020, 12(3), 1003. doi:10.3390/su12031003.
  3. Arantes, L. Digital marketing and sustainability: a study on consumer perceptions. ICIEMC Proceedings, 2022, 3, 40-49. DOI 10.34624/iciemc.v0i3.29641.
  4. Hidayat, M., Salam, R., Hidayat, Y. S., Sutira, A., & Nugrahanti, T. P. Sustainable Digital Marketing Strategy in the Perspective of Sustainable Development Goals. Komitmen: Jurnal Ilmiah Manajemen, 2022, 3(2), 100- 106. DOI:10.15575/jim.v3i2.22687.
  5. Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy? Qualitative Market Research, 8(4), 357–370.
  6. Asonitou, S., & Kottara, C. Sustainable development of skills for the tourism sector and its financial impact. Paper presented at the Springer Proceedings in Business and Economics, 2019, 1121 -1129. doi:10.1007/978 - 3-030-12453 -3_129.
  7. Dimitrov, I., & Koprinkova -Noncheva, N. E-commerce, as a modulating possibility for application of the drop-shipping model. Paper presented at the 3rd International Conference on High Technology for Sustainable Development, HiTech, 2020, — Proceedings, doi:10.1109/HiTech51434.2020.9363980.
  8. Haryati, N. Business model analysis of mushroom agroindustry and its sustainable development strategy in covid -19 pandemic. Paper presented at the IOP Conference Series: Earth and Environmental Science, 2021, 733(1) doi:10.1088/1755 - 1315/733/1/012125.
  9. Kamenidou, I. C., Mamalis, S. A., Mylona, I., & Bara, E. Z. Environmental impact assessment of sustainable food practices: Insights from the generation Z cohort. Paper presented at the CEUR Workshop Proceedings, 2020, 294-299.
  10. Mensah, J. Sustainable development: Meaning, history, principles, pillars, and implications for human action: Literature review. Cogent social sciences, 2019, 5(1),
  11. https://doi.org/10.1080/23311886.2019.1653531 .
  12. Kuzior, A., Lyulyov, O., Pimonenko, T., Kwilinski, A., & Krawczyk, D. Post- industrial tourism as a driver of sustainable development. Sustainability (Switzerland), 2021, 13(15) doi:10.3390/su13158145.
  13. Nagano, A. An integrated index towards sustainable digital transformation. Paper presented at the Proceedings of the 3rd World Conference on Smart Trends in Systems, Security and Sustainability, WorldS4, 2019, 228-234. doi:10.1109/WorldS4.2019.8904031.
  14. Malchyk, M. V ., Popko, O. V ., Oplachko, I. O., Martyniuk, O. V ., & Hontarenko, N. A. Tools for marketing management of industrial enterprises in Ukraine based on the principles of sustainable development. International Journal of Management, 2020, 11(4), 385-394. doi:10.34218/IJM.11.4.2020.038.
  15. Nielsen (2023). The rise of sustainable consumerism. [Report]
  16. Zakić, N., Ćurčić, N., & Leković, K. Hospitality digital marketing and technology transformation challenges. International Journal for Quality Research, 2022, 16(4), 1133 -1148. doi:10.24874/IJQR16.04 -12.
  17. Wut, T., Chan, W., & Lee, S. W. Unconventional entrepreneurship: Women handicraft entrepreneurs in a market -driven economy. Sustainability (Switzerland), 2021, 13(13) doi:10.3390/su13137261.
  18. . Zhou, Y. The application trend of digital finance and technological innovation in the development of green economy. Journal of Environmental and Public Health, 2022, doi:10.1155/2022/1064558.
  19. Ghalwash, S., Ismail, A., & Maurya, M. Scarabaeus sacer: An iconic green brand advocating sustainability in the era of digital economy and connectivity. Emerald Emerging Markets Case Studies, 2022, 12(4), 1-34. doi:10.1108/EEMCS -10-2021 -
  20. Imran, M., Khan, I., Nassani, A. A., Binsaeed, R. H., Khan, H. U. R., Abro, M. M. Q., Haffar, M. A green perspective: Investigating the optical effects of e- commerce, renewable energy demand, and services trade on carbon emissions. Optik, 2023, 283. doi:10.1016/j.ijleo.2023.170918.
  21. Smith, N. C. (2020). Sustainability Marketing: A Global Perspective. Wiley.
  22. de Freitas Netto, S. V ., Sobral, M. F. F., Ribeiro, A. R. B., & Soares, G. R. D. L. Concepts and forms of greenwashing: A systematic review. Environmental Sciences Europe, 2020, 32(1), 1-12. https://doi.org/10.1186/s12302 -020-0300 -3.
  23. Gustavo, J. U., Trento, L. R., de Souza, M., Pereira, G. M., Lopes de Sousa Jabbour, A. B., Ndubisi, N. O., . . . Zvirtes, L. Green marketing in supermarkets: Conventional and digitized marketing alternatives to reduce waste. Journal of Cleaner Production, 2021, 29, doi:10.1016/j.jclepro.2021.126531.
  24. . Tkachuk, V. I., Zinovchuk, V. V ., Tarasovych, L. V ., & Yaremova, M. I. A significance of digital marketing for promoting bio-economy in Ukrainian economy. International Journal of Advanced Science and Technology, 2020, 29(6 Special Issue), 1043 -1049.
  25. Karyotakis, M., & Antonopoulos, N. Web communication: A content analysis of green hosting companies. Sustainability (Switzerland), 2021, 13(2), 1-15. doi:10.3390/su13020495.
  26. Henkin, Z., & Ramzy, A. Consumer EV education lessons learned — A pacific northwest approach to Emobility -. Paper presented at the 31st International Electric Vehicle Symposium and Exhibition, EVS 2018 and International Electric Vehicle Technology Conference, 2018, EVTeC 2018.
  27. Tunji -Olayeni, P., Osabuohien, E., Yabkwa, I., & Ademola, A. Youth employment creation as an inclusive solution for sustainable development: Lessons from the 'double you digital skills initiativeʼ in Nigeria. Paper presented at the IOP Conference Series: Earth and Environmental Science, 2021, 665(1), doi:10.1088/1755 - 1315/665/1/012019.
  28. Muangasame, K., & Tan, E. Phygital rural cultural heritage: A digitalization approach for destination recovery and resilience. Worldwide Hospitality and Tourism Themes, 2023, 15(1), 8-17. doi:10.1108/WHATT -08-2022 -0096.
  29. file:///Users/macbookpro/Downloads/The_Digital_Marketing_for_Sustainab le_Development.pdf

Скачивания

Данные скачивания пока недоступны.