ISSUES OF GREEN MARKETING IN PRODUCTION ENTERPRISES

Аннотация

This article covers the organization and management of marketing activities in manufacturing enterprises, increasing the effectiveness of green marketing strategies, promoting environmentally friendly products, and their impact on sustainable development, analyzing both theoretically and practically. Keywords:Green marketing, resources, environmentally friendly products, enterprise, marketing, alternativestrategies, consumers, innovativebusiness model, strategy, Today, the declining reserves of natural resources in the world have led to the development of a system for assessing changes in them. The United Nations Convention on Climate Change, the Kyoto Protocol, and the Paris Agreement were adopted. Due to the fact that different countries have different views on the implementation of the principles enshrined in thesetreaties, difficulties arise ona globalscale. Countries that have committed to treating nature with care on a global scale are now moving towards raising theireconomies to anew level and buildinga"green" economy. The green economy is an economic system, the main goal of which is the ecology of our planet and its preservation, as well as the development of all sectors of the economy. Thus, a green economy is understood as a new direction of economic activity based on the further development of the economy related to the production and service sectors, while preserving theresources necessary for human lifeandhealth, theenvironment and ecology as awhole. Nature is an incomparable, unparalleled resource that can fully and perfectly provide for all the vital needs of humanity. The existing balance between man and nature is extremely delicate, interconnected at a complex level, absolutely dependent on each other. This equilibrium is extremely fragile and weak in its essence, and the factors negatively affecting it are often complex and not immediately detectable. Therefore, the effective establishment and management of green marketing activities is not only an economic need, but also an important necessity for ensuring environmental sustainability. In today's global economy, businesses must not only generate income but also consider factors such as social responsibility and environmental sustainability. Therefore, the concept of green marketing (Green Marketing) occupies a special place in modern marketing strategies. Green marketing encompasses the principles of sustainable business through the production of environmentally friendly products, the application of environmentally friendly technologies, and the cultivation of environmental awareness among consumers. The widespread use of green marketing technologies at enterprises plays an important role in reducing the negative page1592 INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE ISSN:2692-5206,ImpactFactor:12,23 AmericanAcademicpublishers,volume05,issue04,2025 Journal: https://www.academicpublishers.org/journals/index.php/ijai impact on the environment, optimizing production costs, and meeting the demand of consumers for environmentally friendly products. The main goal of implementing green marketing strategies is not only to increase the profitability of the enterprise, but also to ensure environmental sustainability, provide quality and environmentally safe service to clients, increase theirloyalty, and form theenterpriseas asustainablebrand. Scientific research, theoretical views, and practical experience on green marketing activities clearly demonstrate theglobal relevance ofthisarea. Also, the UN Sustainable Development Goals until 2030, the European Union's strategies for the transition to a green economy, and the recommendations of the International Marketing Association are an important theoretical source in the development of green marketing practices. On a global scale, many scientists and practitioners are paying increasing attention to the need to introduce the concept of green marketing at enterprises in economic conditions. In particular, the problems associated with paint products as one of the important sources of environmental pollution have become the focus of attention of the scientificcommunity. In particular, the article "Paints: A Widespread but Overlooked Source of Microplastic Pollution," written by Zoie T. Diana, a scientist from the Department of Ecology and Evolutionary Biology at the University of Toronto in Canada, provides a deep scientific analysis of paints as a poorly studied, but widespread source of microplastic contamination. In this study, it is shown that one of the main sources of microplastics is dyes used in liquid or solid form. Polymer-based compounds in paints decompose and spread to the environment through air, water, orsoil. Zoie T. Diana scientifically substantiated andanalyzed thechanges in the ecosystem caused by these wastes, the processes of bioaccumulation and their negative impact on the life activity of fauna and flora, as well as the fact that the volume of microplastics dispersed through dye