GREEN MARKETING: THE COMPATIBILITY OF ECOLOGICAL INNOVATIONS AND MARKETING STRATEGIES

Аннотация

The article analyzes the essence of the concept of green marketing, its inextricable link with ecological innovations, and its role in modern marketing strategies. The aggravation of environmental problems on a global scale, the growing demands of consumers aimed at protecting the environment are encouraging companies to produce sustainable and environmentally friendly products. In this regard, green marketing is not only an advertising or sales method, but also a strategic tool that combines environmental responsibility and innovative approaches. The article analyzes the prospects for the development of green marketing in Uzbekistan, foreign experience and opportunities in the local market, and identifies the main areas of marketing strategies necessary for the successful implementation of ecological innovations. Keywords: green marketing, ecological innovations, sustainable development, marketing strategy, environment, consumer behavior, ecological products, corporate social responsibility.