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2026
III International Bioeconomy Forum: Special Issue

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

XIZMAT KOʻRSATUVCHI KORXONALARDA EKOLOGIK QIYMAT TAKLIFINI SHAKLLANTIRISH VA YASHIL MARKETING STRATEGIYASINI RIVOJLANTIRISH

DOI 10.67668/mj/2026issmaxsus/2066 Pages 69-79

Published 2026-09-25

Authors
Raxmatova Sitora Shuxratjon qizi
Affiliation
Tashkent International University image/svg+xml
III Bioiqtisodiyot xalqaro forumi, Buxoro, 24-25-sentabr 2026
PDF (Uzbek) Google Scholar Google Scholar

Abstract

The article examined the foundations of forming an environmental value proposition in service companies and the directions for developing a green marketing strategy. The author synthesised service-dominant logic, the customer value proposition and the natural-resource-based view and interpreted environmental value as an outcome co-created by the company and the customer. A matrix of environmental practices, customer value and communication tools was compiled for hotel, restaurant, banking, retail and logistics services. Using official statistics, the study assessed the role of services in Uzbekistan’s economy and proposed an environmental value proposition index and a credibility coefficient for environmental claims. A conceptual model linking the value proposition, the green marketing mix and green brand equity was developed, and proposals on certification, transparent communication and staff training were substantiated.

Keywords

environmental value proposition, green marketing, service-dominant logic, services sector, eco-labelling, green trust, greenwashing, green brand equity

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