DEVELOPMENT OF ENVIRONMENTAL MARKETING IN ENTERPRISES UNDER GREEN ECONOMY CONDITIONS

Abstract

The transition toward a green economy requires enterprises to reconsider production systems, resource management and marketing practices. Environmental marketing integrates ecological responsibility into product development, pricing, distribution, communication and corporate management. This study investigates theoretical foundations, economic mechanisms and prospects for environmental marketing in enterprises. A qualitative research design combines literature synthesis, comparative analysis, systems analysis and conceptual modeling. The paper proposes an integrated organizational framework and a composite indicator for assessing environmental marketing effectiveness. The analysis suggests that environmental marketing may contribute to resource efficiency, competitive differentiation, consumer trust and organizational resilience, provided environmental claims are verifiable and improvements are operationally substantive. The proposed framework is conceptual and requires empirical validation. Particular attention is paid to opportunities and constraints for enterprises in Uzbekistan.