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Son 9 (2026)
Marketing

Ilmiy maqolalar

YASHIL MARKETING STRATEGIYALARINING ISTEʼMOLCHI QARORLARIGA TAʼSIRI

DOI 10.67668/mj/2026iss9/2102 Betlar 669-680

Nashr qilingan 2026-09-07

Mualliflar
Muxtarov Xamidxon a , Maxmudov Tohirjon Olimjonovich b
Tashkilotlar
a “Mustang Textile” MChJ “Moliya direktori” va “Xalqaro aloqalar” boʻyicha menejeri
b Namangan davlat texnika universiteti image/svg+xml
Marketing jurnali — 2026-yil sentabr, 9-son
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Annotatsiya

Maqolada yashil marketing strategiyalarining isteʼmolchi qarorlari va barqaror rivojlanishga taʼsiri ilmiy adabiyotlar asosida tahlil qilinadi. Ekologik mahsulot, narxlash, taqsimot va kommunikatsiyalarning isteʼmolchi idrok etadigan qiymat, ekologik ishonch hamda xarid niyati bilan bogʻliqligi yoritiladi. Tadqiqotda qiyosiy tahlil, tizimlashtirish va konseptual modellashtirish usullaridan foydalanilgan. Yashil marketing strategiyalaridan isteʼmolchining amaliy xatti-harakatlari va ekologik natijalargacha boʻlgan bogʻliqliklarni ifodalovchi konseptual model, baholash koʻrsatkichlari va strategiyani joriy etish ketma-ketligi taklif etilgan. Xarid niyatini haqiqiy xariddan ajratish, ekologik daʼvolarni tekshiriladigan dalillar bilan asoslash va strategiya samaradorligini iqtisodiy, ekologik hamda ijtimoiy koʻrsatkichlar orqali baholash zarurligi asoslangan. Natijalar korxonalarga ekologik daʼvolarni asoslash, yashil marketing strategiyasini bosqichma-bosqich joriy etish va uning natijalarini mahsulotning hayotiy sikli koʻrsatkichlari asosida baholashda amaliy yoʻriqnoma boʻlib xizmat qilishi mumkin. Tadqiqot natijalari yashil marketing boʻyicha keyingi empirik izlanishlar uchun nazariy asos boʻladi.

Kalit so'zlar

yashil marketing, barqaror rivojlanish, barqaror isteʼmol, yashil marketing miyopiyasi, grinvoshing, atrof-muhit

Foydalanilgan adabiyotlar

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