KORXONALARNING YASHIL MARKETING STRATEGIYASINI ISHLAB CHIQISHDA RAQAMLI TEXNOLOGIYALARNING OʻRNI
Keywords:
IoT, green marketing, digital technologies, sustainable development, artificial intelligence, blockchain, consumer behavior, environmental efficiencyAbstract
This article explores the transformative role of digital technologies in shaping corporate green marketing strategies. Based on empirical evidence, it analyzes the impact of technologies such as artificial intelligence, big data analytics, blockchain, and the Internet of Things (IoT) on sustainable marketing practices.References
1. IMARC Group. Digital Marketing Market Size, Share and Forecast to 2033. 2024. https://www.imarcgroup.com/digitalmarketingmarket
2. Institute of Sustainability Studies. Sustainable Marketing Trends: The Future of Sustainable Marketing. 2025. https://inst ituteofsustainabilitystudies.com/insights/lexicon/sustainable-marketing-trends-the-future-of-sustainable-marketing/
3. Mu X. et al. The impact of digital transformation on the sustainable development. Taylor & Francis. 2025. https://www. tandfonline.com/doi/pdf/10.1080/15140326.2025.2464488
4. Polonsky M.J. Transformative green marketing: Impediments and opportunities. Journal of Business Research. 2011.
5. Peattie K., Peattie S. Ready to fly solo? Reducing social marketingʻs dependence on commercial marketing theory. Marketing Theory. 2003.
6. Springer. Smart, sustainable, and green: the digital transformation of green-marketing. Discover Sustainability. 2025.
https://link.springer.com/article/10.1007/s43621-025-01242-5
7. McKinsey & Company. The value of getting personalization right—or wrong—is multiplying. 2024. https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying
8. Theodorakopoulos L. et al. Leveraging Big Data Analytics for Understanding Consumer Behavior in Digital Marketing. Human Behavior and Emerging Technologies. 2024. https://onlinelibrary.wiley.com/doi/10.1155/2024/3641502
9. Hong Z., Xiao K. Digital economy structuring for sustainable development: the role of blockchain and artificial intelligence. Scientific Reports. 2024. https://www.nature.com/articles/s41598-024-53760-3
10. Nature Environment and Pollution Technology. Exploring the Potential of AI, Blockchain, and IoT. 2024. https://neptjournal. com/upload-images/(44)B-4109.pdf
11. Vinuesa R. et al. The role of artificial intelligence in achieving the Sustainable Development Goals. Nature Communications. 2020.
12. PwC Voice of the Consumer Survey, 2024 [12]; Simon-Kucher, 2024 [13]
2. Institute of Sustainability Studies. Sustainable Marketing Trends: The Future of Sustainable Marketing. 2025. https://inst ituteofsustainabilitystudies.com/insights/lexicon/sustainable-marketing-trends-the-future-of-sustainable-marketing/
3. Mu X. et al. The impact of digital transformation on the sustainable development. Taylor & Francis. 2025. https://www. tandfonline.com/doi/pdf/10.1080/15140326.2025.2464488
4. Polonsky M.J. Transformative green marketing: Impediments and opportunities. Journal of Business Research. 2011.
5. Peattie K., Peattie S. Ready to fly solo? Reducing social marketingʻs dependence on commercial marketing theory. Marketing Theory. 2003.
6. Springer. Smart, sustainable, and green: the digital transformation of green-marketing. Discover Sustainability. 2025.
https://link.springer.com/article/10.1007/s43621-025-01242-5
7. McKinsey & Company. The value of getting personalization right—or wrong—is multiplying. 2024. https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying
8. Theodorakopoulos L. et al. Leveraging Big Data Analytics for Understanding Consumer Behavior in Digital Marketing. Human Behavior and Emerging Technologies. 2024. https://onlinelibrary.wiley.com/doi/10.1155/2024/3641502
9. Hong Z., Xiao K. Digital economy structuring for sustainable development: the role of blockchain and artificial intelligence. Scientific Reports. 2024. https://www.nature.com/articles/s41598-024-53760-3
10. Nature Environment and Pollution Technology. Exploring the Potential of AI, Blockchain, and IoT. 2024. https://neptjournal. com/upload-images/(44)B-4109.pdf
11. Vinuesa R. et al. The role of artificial intelligence in achieving the Sustainable Development Goals. Nature Communications. 2020.
12. PwC Voice of the Consumer Survey, 2024 [12]; Simon-Kucher, 2024 [13]
![“AGRO ILM” jurnali 1-son [121], 2026](https://test.agrokarantin.uz/public/journals/2/issue-88-cover.jpg)
Downloads
Published
2026-02-09
Issue
Section
Articles