THE PLACE AND ROLE OF ENVIRONMENTAL MARKETING IN THE IMPLEMENTATION OF THE PRINCIPLES OF A "GREEN" ECONOMY

Аннотация

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 theirtrends, reflected in qualitystandards, is the"environmental cleanliness" ofconsumer 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 thehumanbodyand environment, as well as theintended 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 gettinga lotof energy byinstalling solarpanels. 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 thefuture. 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 page109 INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE ISSN:2692-5206,ImpactFactor:12,23 AmericanAcademicpublishers,volume05,issue03,2025 Journal: https://www.academicpublishers.org/journals/index.php/ijai 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 theirtrends, reflected in qualitystandards, is the"environmental cleanliness" ofconsumer culture. As a result, for successful entry into the markets of economically developed countries, it is necessary to take intoaccount macroeconomic factors, includingthe 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 interdepe