Marketing 7-нөмір (2025)
"GREEN" BRANDING TRENDS IN ECOMARKETING STRATEGY OF COMPANIES
Sa’dulloyev Habibullo Ibodullo o‘g‘li, “Proactive Marketing Agentligi” ta’sischisi
Аңдатпа
This article provides a comprehensive analysis of the concept of the “green” brand and its role in modern corporate strategies. In the context of global climate change, environmental security, limited natural resources, and growing demand for sustainable consumption, “green” brands are viewed not only as a marketing tool but also as a strategic factor for the ecological, social, and economic sustainable development of businesses. The environmental policy and regulatory framework adopted in the Republic of U zbekistan play a significant role in accelerating the transition to a “green” economy. Based on international literature, statistical data, and local scholarly approaches, the article examines the theoretical and practical aspects of “green” brand strategi es and their impact on market performance. In particular, it highlights that combining functional and emotional positioning helps strengthen brand perception. Furthermore, consumer behavior, investor pressure, ESG criteria, and technological innovations ar e assessed as key drivers of “green” brand strategies.
“Green” brand“green” economyeco -marketingeco -labelingESGsustainable developmentbrand strategycorporate social responsibilitycarbon footprintenvironmental policy
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