Theoretical and conceptual approaches to the development of a green marketing strategy of enterprises

Sapayev Axmed Durdibayevich

Marketing · 2026-yil

Annotatsiya

This article explores the theoretical foundations and conceptual approaches to developing green marketing strategies for enterprises. The study analyzes contemporary interpretations of green marketing within the frameworks of stakeholder theory, the Triple Bottom Line concept, and the Sustainable Development Goals (SDGs). The article systematically reviews the elements of the green marketing mix (4P): green product, green price, green place (distribution), and green promotion. As a result, a step -by-step me thodology for implementing a green marketing strategy for companies is developed.

Maqola ma’lumotlari
MualliflarSapayev Axmed Durdibayevich
JurnalMarketing
NashriyotТошкент давлат иқтисодиёт университети
ISSN3060-4621
Nashr sanasi2026-01-31
Son1
TilIngliz
Ilmiy sohaIqtisodiyot
DOI10.67668/mj/2026iss1/735
Indeksga qo‘shilgan2026-10-18

DOI: 10.67668/mj/2026iss1/735 · Maqolaning asl sahifasi

Kalit so‘zlar

green marketing, sustainable development, stakeholder theory, marketing mix, ecological strategy, corporate social responsibility, ESG. № 1 -SON YANVA R, 202 6-YIL 141, зелёный маркетинг, устойчивое развитие, теория заинтересованных сторон, маркетинговый комплекс, экологическая стратегия, корпоративная социальная ответственность, ESG, yashil marketing, barqaror rivojlanish, stakeholder nazariyasi, marketing aralashmasi, ekologik strategiya, korporativ ijtimoiy masʼuliyat, ESG

Ilmiy soha

Iqtisodiyot

Iqtibos keltirish

APASapayev Axmed Durdibayevich (2026). THEORETICAL AND CONCEPTUAL APPROACHES TO THE DEVELOPMENT OF A GREEN MARKETING STRATEGY OF ENTERPRISES. Marketing, (1). https://doi.org/10.67668/mj/2026iss1/735
GOST (OAK)Sapayev Axmed Durdibayevich THEORETICAL AND CONCEPTUAL APPROACHES TO THE DEVELOPMENT OF A GREEN MARKETING STRATEGY OF ENTERPRISES // Marketing. – 2026. – № 1. – DOI: 10.67668/mj/2026iss1/735.
MLASapayev Axmed Durdibayevich. “THEORETICAL AND CONCEPTUAL APPROACHES TO THE DEVELOPMENT OF A GREEN MARKETING STRATEGY OF ENTERPRISES.” Marketing, (1), 2026. https://doi.org/10.67668/mj/2026iss1/735
ChicagoSapayev Axmed Durdibayevich. “THEORETICAL AND CONCEPTUAL APPROACHES TO THE DEVELOPMENT OF A GREEN MARKETING STRATEGY OF ENTERPRISES.” Marketing, (1) (2026). https://doi.org/10.67668/mj/2026iss1/735
HarvardSapayev Axmed Durdibayevich (2026) ‘THEORETICAL AND CONCEPTUAL APPROACHES TO THE DEVELOPMENT OF A GREEN MARKETING STRATEGY OF ENTERPRISES’, Marketing, (1). https://doi.org/10.67668/mj/2026iss1/735
BibTeX
@article{sapayevaxmeddurdibayevich2026,
  title = {THEORETICAL AND CONCEPTUAL APPROACHES TO THE DEVELOPMENT OF A GREEN MARKETING STRATEGY OF ENTERPRISES},
  author = {Sapayev Axmed Durdibayevich},
  journal = {Marketing},
  year = {2026},
  number = {1},
  doi = {10.67668/mj/2026iss1/735},
  url = {https://doi.org/10.67668/mj/2026iss1/735}
}

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