Advancing green marketing through global challenges and new horizons

Dr. Aajaz Ahmad Hajam, Dr. Alphonsa S John

Marketing · 2025-yil

Annotatsiya

Green marketing has emerged as a critical strategic domain as organizations increasingly integrate environmental sustainability into business operations. This paper examines the contemporary challenges confronting global green marketing, including greenwashing, regulatory heterogeneity, limited measurement standards, and the persistent disparity between consumer attitudes and actual behavior. Drawing on theoretical frameworks such as the Theory of Planned Behavior, Resource Based View, and Institutional Theory, the study evaluates emerging strategies including technologyenabled transparency, circular economy integration, consumer co-creation, and crosscultural adaptation. Evidence-based recommendations are provided for enhancing credibility, operational efficiency, and consumer engagement. The analysis underscores the need for rigorous longitudinal research to inform sustainable marketing practice and policy formulation.

Maqola ma’lumotlari
MualliflarDr. Aajaz Ahmad Hajam, Dr. Alphonsa S John
JurnalMarketing
NashriyotТошкент давлат иқтисодиёт университети
ISSN3060-4621
Nashr sanasi2025-10-16
Betlar70-75
TilIngliz
Ilmiy sohaIqtisodiyot
DOI10.67668/mj/2025issspecial/1439
Indeksga qo‘shilgan2026-08-26

DOI: 10.67668/mj/2025issspecial/1439 · Maqolaning asl sahifasi

Ilmiy soha

Iqtisodiyot

Iqtibos keltirish

APADr. Aajaz Ahmad Hajam, & Dr. Alphonsa S John (2025). ADVANCING GREEN MARKETING THROUGH GLOBAL CHALLENGES AND NEW HORIZONS. Marketing, 70-75. https://doi.org/10.67668/mj/2025issspecial/1439
GOST (OAK)Dr. Aajaz Ahmad Hajam, Dr. Alphonsa S John ADVANCING GREEN MARKETING THROUGH GLOBAL CHALLENGES AND NEW HORIZONS // Marketing. – 2025. – P. 70-75. – DOI: 10.67668/mj/2025issspecial/1439.
MLADr. Aajaz Ahmad Hajam, and Dr. Alphonsa S John. “ADVANCING GREEN MARKETING THROUGH GLOBAL CHALLENGES AND NEW HORIZONS.” Marketing, 70-75, 2025. https://doi.org/10.67668/mj/2025issspecial/1439
ChicagoDr. Aajaz Ahmad Hajam, and Dr. Alphonsa S John. “ADVANCING GREEN MARKETING THROUGH GLOBAL CHALLENGES AND NEW HORIZONS.” Marketing, 70-75 (2025). https://doi.org/10.67668/mj/2025issspecial/1439
HarvardDr. Aajaz Ahmad Hajam, and Dr. Alphonsa S John (2025) ‘ADVANCING GREEN MARKETING THROUGH GLOBAL CHALLENGES AND NEW HORIZONS’, Marketing, 70-75. https://doi.org/10.67668/mj/2025issspecial/1439
BibTeX
@article{draajazahmadhajam2025,
  title = {ADVANCING GREEN MARKETING THROUGH GLOBAL CHALLENGES AND NEW HORIZONS},
  author = {Dr. Aajaz Ahmad Hajam and Dr. Alphonsa S John},
  journal = {Marketing},
  year = {2025},
  pages = {70-75},
  doi = {10.67668/mj/2025issspecial/1439},
  url = {https://doi.org/10.67668/mj/2025issspecial/1439}
}

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