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№ 1 (2026)
Marketing

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ТЕОРЕТИЧЕСКИЕ И КОНЦЕПТУАЛЬНЫЕ ПОДХОДЫ К РАЗРАБОТКЕ СТРАТЕГИИ ЗЕЛЕНОГО МАРКЕТИНГА ПРЕДПРИЯТИЙ

Опубликован 2026-01-31

Авторы
Sapayev Axmed Durdibayevich
Организация
Кафедра «Экономика» Ранчо технологического университета в.в.б. Доцент
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Аннотация

В данной статье исследуются теоретические основы и концептуальные подходы к разработке стратегий зелёного маркетинга на предприятиях. В рамках исследования проанализированы современные интерпретации зелёного маркетинга в контексте теории заинтересованных с торон, концепции тройного итога (Triple Bottom Line) и Целей устойчивого развития (ЦУР). В статье системно рассмотрены элементы маркетингового комплекса (4P) в зелёном контексте: зелёный продукт, зелёная цена, зелёное распределение и зелёное стимулирование . В результате исследования разработана поэтапная методология внедрения стратегии зелёного маркетинга для предприятий.

Ключевые слова

зелёный маркетинг, устойчивое развитие, теория заинтересованных сторон, маркетинговый комплекс, экологическая стратегия, корпоративная социальная ответственность, ESG

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