INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 03,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
page 109
THE PLACE AND ROLE OF ENVIRONMENTAL MARKETING IN THE
IMPLEMENTATION OF THE PRINCIPLES OF A "GREEN" ECONOMY
Yulchiev Erkinjon Yusupovich
Senior Lecturer of the Department of "Accounting and Management" of
Andijan State Technical Institute
Abstract:
The essence of environmental marketing is considered as one of the tools for
implementing the principles of a "green" economy. The need for the transition of the national
economy to a "green" economy is associated with a prolonged economic crisis and the need to
increase the competitiveness of Uzbek enterprises and products not only in domestic but also in
foreign markets. The solution to this problem is directly related to the implementation of market
expansion and diversification strategies. Entering new markets with existing and new products
means its mandatory compliance with the standards of the country entering the market. One of
their trends, reflected in quality standards, is the "environmental cleanliness" of consumer culture.
Keywords:
environmental marketing, "green" economy, competitive strategy, marketing strategy,
enterprise.
Today, when global environmental changes are taking place in the countries of the world,
one of the main tasks facing any economic entities, regardless of the form of ownership, is the
production of competitive goods (services) capable of satisfying human needs, ensuring
harmlessness to the human div and environment, as well as the intended profit.
In this regard, on November 20, President Shavkat Mirziyoyev, after announcing the
priority tasks for the long term at a meeting of the Legislative Chamber of the Oliy Majlis,
recommended calling 2025 the "Year of Environmental Protection and Green Economy."
"Would you support declaring 2025 the Year of Environmental Protection and Green Economy?
I have thought a lot about how we named the year this way, there is a great thing in the phrase
"protecting nature," - said the President. Shavkat Mirziyoyev said that if every legal document is
brought to the green zone, its results will be good. "Why, we will dedicate a year to this, we will
sharpen our laws and put our affairs in order. No one believed us: that Uzbekistan would do the
same with wind, solar, and hydroelectric power. In the Year of the Green Economy, we will
learn from experience. I think it would be good if we bring every decision, law, and decree to
green space." Regarding the green economy, we sell our textile products to European countries.
It takes no more than 4 years. They will tell us what kind of energy you generated, and we need
to be prepared for this. Wherever I go, I ask them what kind of energy they use. Smart people are
getting a lot of energy by installing solar panels.
Entrepreneurs are also a huge power of the country. Their number has reached 1.5 million,
and by 2030 it is planned to increase their number to 3 million. If they also demonstrate their
potential and take the initiative to enter the green economy, the large milestones we have
mentioned will undoubtedly be the result. From a healthcare perspective, this name is also an
ease for people. The water shortage reminded that it is necessary to have a negative impact on
food security in the future.
In his speech, he also mentioned the nationwide "Yashil Makon" program, which is widely
implemented in the country, and spoke about the main shortcoming that has been allowed in the
system so far. When we first started "green spaces," we planted (trees) but didn't know how to
INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 03,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
page 110
care for them. Now, before planting, let's think about care and watering. If necessary, let's find a
tree that someone interested in this has privately planted. We must create an environment for our
people in homes, streets, neighborhoods, cities, provinces, schools, universities, and
businesses."[1]
The essence of environmental marketing is considered as one of the tools for implementing
the principles of a "green" economy. The need for the transition of the national economy to a
"green" economy is associated with a prolonged economic crisis and the need to increase the
competitiveness of Uzbek enterprises and products not only in domestic but also in foreign
markets. The solution to this problem is directly related to the implementation of market
expansion and diversification strategies. Entering new markets with existing and new products
means its mandatory compliance with the standards of the country entering the market. One of
their trends, reflected in quality standards, is the "environmental cleanliness" of consumer culture.
As a result, for successful entry into the markets of economically developed countries, it is
necessary to take into account macroeconomic factors, including the environment.
With the development of a "green" economy in Uzbekistan, this obstacle can be overcome.
The theory of the "green" economy, based on three principles (the inability to infinitely expand
the sphere of influence in a limited space; the inability to demand the satisfaction of infinitely
growing needs in conditions of limited resources; the interdependence of everything on earth), is
manifested in the competitive strategy of any enterprise and helps to satisfy "green" needs
through environmental marketing. As a result, increasing the competitiveness of products
contributes to entering foreign markets.
In the current economic situation, where global environmental changes are taking place,
one of the priority tasks for our country is to enter the foreign market with a wide range of goods.
The Republic of Uzbekistan is located in the center of the Central Asian region, where
45% of the region's population lives. Uzbekistan is the only country with common borders with
other countries of the region (Kazakhstan, Tajikistan, Turkmenistan, Kyrgyzstan), which is an
important transport and telecommunications corridor connecting Europe with the countries of the
Asia-Pacific region, as well as South Asia, the Middle and Near East. Uzbekistan is an equal
member of international organizations (UN, UNESCO, FAO, UNCTAD) that play an important
role in the world economy and international economic relations, maintaining friendly relations
with dozens of countries (more than 160), cooperating with major international banking and
financial organizations (IMF, WB, EBRD, ADB, IDB), as well as non-governmental and non-
profit organizations. In the world economy, Uzbekistan, participating in various levels of global
and regional integration processes (CIS, Shanghai Group), adheres to an important principle:
rapprochement with one state should not be at the expense of distancing from another.
The successful entry of Uzbek products into the markets of Europe and Asia is ensured by
being among the mandatory criteria that determine its environmental safety. Thus, the choice of
goods produced in our country is based, among other things, on environmental values. For
example, whether the purchased product can be destroyed and reused for the production of
another product, whether the used product is environmentally and biologically safe, whether
production causes environmental pollution, and so on.
As a result, such problems of promising markets for Uzbekistan stimulate the development
of a "green" economy, which has already begun in Uzbekistan, and its involvement in the
implementation of environmental marketing principles.
Green economy (Eng. "green" - "green," "economics" - "economics," "ecological
economics" - "ecological economy") is a temporary approach to the study of economic sciences,
INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 03,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
page 111
the goal of which is the sustainable development of humanity, and its necessary condition is the
preservation of the natural environment.
A "green" economy is an economy that leads to an increase in human well-being and
ensures social justice while significantly reducing environmental risks.
The most important of the necessary conditions for a "green" economy is the systematic
and regular prevention of environmental degradation by every person throughout the human
world, that is, regardless of race, nationality, origin, age, or gender.
General problems of green economy development:
- quality of life of the population;
- increasing human capital;
- increase in natural capital;
- socio-economic and political protection of environmental quality;
- high labor intensity, material intensity, natural intensity, and ecological intensity of the
national economy;
- involvement of local and renewable and non-renewable energy sources (economic) in
economic turnover.
Green economy theory is based on three principles:
1. It is impossible to infinitely expand the sphere of influence in a limited space.
2. In conditions of limited resources, it is illogical to demand the satisfaction of endlessly
growing needs.
3. Everything on Earth is interconnected.
However, the implementation of these principles is impossible without changing the
behavior of a person as a buyer and consumer. And despite the fact that there is an inverse
relationship between the level of income of a person and the need for environmental goods (with
the growth of the former, the latter decreases), in the context of the integration of Uzbekistan's
production and service sectors at the international level, it is necessary to act simultaneously on
two vectors - both environmental and economic. Behavioral marketing, such as cognitive[4] and
environmental marketing, the use of tools for forming a consumer culture - marketing, helps to
implement the principles of the "green" economy and implement a diversification strategy at the
micro and macro levels. However, here it is necessary to agree on the necessity of developing the
country's innovative and investment potential as a mandatory condition for implementing
environmental marketing.
If we talk about the essence of environmental marketing, then there is currently no clear
definition. Some scholars propose to consider environmental marketing as a type of
environmental policy and company responsibility, as the openness of production and
environmental labeling of goods [5]. Others see environmental marketing as a means of
managing the environment[6]. A number of other specialists consider it a new form of
environmental audit, environmental insurance, changes in reporting forms, and promotion of
goods [7].
In the transition to new economic conditions, the definition of environmental marketing
should be based on the principles of the "green" economy, as well as based on the classical
definition of marketing given by Philip Kotler, marketing is a type of human activity aimed at
satisfying needs, needs, and demand through exchange. [8], Based on the foregoing,
environmental marketing can be considered as a type of human activity, which should be
understood as the satisfaction of needs and demand through environmentally friendly exchange
systematically at all stages of the product life cycle.
INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 03,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
page 112
The origin of environmental marketing should be sought as one of the components of
socio-ethical marketing at the end of the twentieth century. The task of the organization is to
determine the needs, needs, and interests of target markets and, while preserving or
strengthening the well-being of the consumer and society as a whole, to ensure the necessary
satisfaction in more effective and efficient ways (compared to competitors). The emergence of
the concept of socio-ethical marketing stems from the deterioration of the environment, the
growth of the world's population, and the shortage of natural resources.
According to the concept of socio-ethical marketing, the company should build
relationships with the consumer not only on the basis of instantaneous benefits, but also taking
into account the creation of long-term value for both the individual and society as a whole. The
emergence of sustainable motivation for environmental consumption at the end of the second
millennium should be considered the next stage in the formation of environmental marketing.
Environmental consumption is when preference is given to goods and services that cause
minimal harm to the environment at all stages of life, regardless of its purpose - to take care of
one's health, financial motivation, fashion, or dealing with real environmental problems.
Let's refer again to the definition of environmental marketing - a type of human activity
aimed at systematically satisfying needs and demand through environmentally friendly exchange
at all stages of the product life cycle. In fact, environmental marketing differs from classical
marketing in the presence of a limitation that "does not harm the environment," that is. any
company that adheres to the principles of a "green" economy should not harm the environment.
To determine the role and functions of environmental marketing at the enterprise, it is
recommended to pay attention to the process of creating a competitive strategy.
Here, M. Porter's approach can be taken as a basis - the development of a competitive
strategy using the positioning method. Thus, one of the stages of forming a competitive strategy
is the identification of the company's business and the formation of strategic constraints.
Thus, a company that adheres to the principles of a "green" economy automatically limits
the use of "dirty" resources, technologies, production, and the production of "dirty" goods (Fig.
1).
INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 03,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
page 113
Figure 1. Functions of environmental marketing at the enterprise
The relationship between environmental marketing and a competitive strategy should be
sought in the strategic process of determining the marketing strategy, where a competitive
strategy is used for its development.
Thus, the creation of a marketing strategy involves an analysis of the environment (internal
and external) of the enterprise's activities, taking into account the tools of marketing analysis,
which include a component that assesses the environmental factor. Thus, the enterprise confirms
that consumers, in the process of satisfying their needs, strive not only for the abundance and
availability of necessary goods and services, but also for the preservation and improvement of
their living space.
As a result, new patterns of environmental safety, characteristic of the competitive strategy,
confirmed by the analysis of the external environment of the enterprise's activities, become goals
and objectives in its marketing strategy. Thus, the tactical component of strategic environmental
marketing is the implementation of specific "green" tasks:
- studying the "green" needs of buyers;
ENVIRONMENTAL MARKETING IN THE
ENTERPRISE
Ensuring the openness of the enterprise
Reliability
Thoroughness
Transparency of the
production process from the
point of view of environmental
Rational use of natural fuels in
production
Accuracy of the waste management
process
Use of resource-saving technologies
Transparency of the production
process from the point of view of
environmental safety
Advantages of environmental
competition
Advanced ways to solve problems
New approaches to environmental
protection
INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE
ISSN: 2692-5206, Impact Factor: 12,23
American Academic publishers, volume 05, issue 03,2025
Journal:
https://www.academicpublishers.org/journals/index.php/ijai
page 114
- formation of ecologically competitive advantages;
- "Green" resources, goods, processes, waste, etc., used by the company.
However, it should be noted that to comply with the principles of a "green" economy and
thereby ensure a high level of competitiveness in foreign markets, the enterprise must apply
these principles not only to marketing, but also to all functional strategies.
Environmental marketing is one of the mandatory tools for ensuring the implementation of
the principles of a "green" economy; the formation of a qualitatively new image of Uzbek
products in domestic and foreign markets; the formation of competitive production. The
Republic of Uzbekistan, without revisiting old approaches and methods of solving economic,
political, social, and environmental problems, can change itself and consistently improve in the
direction of global development.
List of References:
1. On the State Program for the Implementation of the "Uzbekistan - 2030" Strategy in the
"Year of Environmental Protection and Green Economy." Decree of the President of the
Republic of Uzbekistan. No. UP-16 dated 30.01.2025.
2. Daneyko
P.
The
current
crisis
will
last
at
least
3
years.
URL:
http://naviny.by/rubrics/economic/2015/02/02/ic_articles_113_188135/
(accessed
02.02.2015).
3. What hinders small and medium-sized businesses from entering the market for exports?
URL:
http://probusiness.by/strategy/680-chto-meshaet-malomu-i-srednemu-biznesu-
vыxodit-na-eksportnye-rynki.html/ (accessed: 30.03.2015).
4. Environmental marketing / A. E. Khachaturov [et al.] // Marketing in Russia and Abroad.
2000. No. 4.
5. Marketing / N. D. Eriashvili [et al.]. M.: UNITY-DANA, 2005. 631 p.
6. Kotler F. Fundamentals of Marketing: a Short Course / trans. from English. M.: Publishing
House "Williams," 2007. 656 p.
7. Kotler F., Armstrong G. Fundamentals of Marketing / trans. from English. M.: Publishing
House "Williams," 2003. 1200 p.
8. Smirnova E. V. Environmental Marketing // Practical Marketing. 2010. No. 4 (158). Pp. 9-
14.
9. A
Look
Back
at
Green
Marketing
in
2007.
URL:
http://marketinggreen.wordpress.com/2007/12/29/a-look-back-at-green-marketing-in-2007
(accessed June 10, 2011).
