Xizmat koʻrsatuvchi korxonalarda ekologik qiymat taklifini shakllantirish va yashil marketing strategiyasini rivojlantirish

Raxmatova Sitora Shuxratjon qizi

Marketing · 2026-yil

Annotatsiya

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.

Maqola ma’lumotlari
MualliflarRaxmatova Sitora Shuxratjon qizi
JurnalMarketing
NashriyotТошкент давлат иқтисодиёт университети
ISSN3060-4621
Nashr sanasi2026-09-25
Betlar69-79
TilO‘zbek
Ilmiy sohaIqtisodiyot
DOI10.67668/mj/2026issmaxsus/2066
Indeksga qo‘shilgan2026-10-18

DOI: 10.67668/mj/2026issmaxsus/2066 · Maqolaning asl sahifasi

Kalit so‘zlar

ekologik qiymat taklifi, yashil marketing, xizmat-dominant mantiq, xizmatlar sohasi, ekologik belgilash, yashil ishonch, grinvoshing, yashil brend kapitali, экологическое ценностное предложение, зелёный маркетинг, сервис-доминантная логика, сфера услуг, экомаркировка, зелёное доверие, гринвошинг, капитал зелёного бренда, environmental value proposition, green marketing, service-dominant logic, services sector, eco-labelling, green trust, greenwashing, green brand equity

Ilmiy soha

Iqtisodiyot

Iqtibos keltirish

APARaxmatova Sitora Shuxratjon qizi (2026). XIZMAT KOʻRSATUVCHI KORXONALARDA EKOLOGIK QIYMAT TAKLIFINI SHAKLLANTIRISH VA YASHIL MARKETING STRATEGIYASINI RIVOJLANTIRISH. Marketing, 69-79. https://doi.org/10.67668/mj/2026issmaxsus/2066
GOST (OAK)Raxmatova Sitora Shuxratjon qizi XIZMAT KOʻRSATUVCHI KORXONALARDA EKOLOGIK QIYMAT TAKLIFINI SHAKLLANTIRISH VA YASHIL MARKETING STRATEGIYASINI RIVOJLANTIRISH // Marketing. – 2026. – B. 69-79. – DOI: 10.67668/mj/2026issmaxsus/2066.
MLARaxmatova Sitora Shuxratjon qizi. “XIZMAT KOʻRSATUVCHI KORXONALARDA EKOLOGIK QIYMAT TAKLIFINI SHAKLLANTIRISH VA YASHIL MARKETING STRATEGIYASINI RIVOJLANTIRISH.” Marketing, 69-79, 2026. https://doi.org/10.67668/mj/2026issmaxsus/2066
ChicagoRaxmatova Sitora Shuxratjon qizi. “XIZMAT KOʻRSATUVCHI KORXONALARDA EKOLOGIK QIYMAT TAKLIFINI SHAKLLANTIRISH VA YASHIL MARKETING STRATEGIYASINI RIVOJLANTIRISH.” Marketing, 69-79 (2026). https://doi.org/10.67668/mj/2026issmaxsus/2066
HarvardRaxmatova Sitora Shuxratjon qizi (2026) ‘XIZMAT KOʻRSATUVCHI KORXONALARDA EKOLOGIK QIYMAT TAKLIFINI SHAKLLANTIRISH VA YASHIL MARKETING STRATEGIYASINI RIVOJLANTIRISH’, Marketing, 69-79. https://doi.org/10.67668/mj/2026issmaxsus/2066
BibTeX
@article{raxmatovasitorashuxratjonqizi2026,
  title = {XIZMAT KOʻRSATUVCHI KORXONALARDA EKOLOGIK QIYMAT TAKLIFINI SHAKLLANTIRISH VA YASHIL MARKETING STRATEGIYASINI RIVOJLANTIRISH},
  author = {Raxmatova Sitora Shuxratjon qizi},
  journal = {Marketing},
  year = {2026},
  pages = {69-79},
  doi = {10.67668/mj/2026issmaxsus/2066},
  url = {https://doi.org/10.67668/mj/2026issmaxsus/2066}
}

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