Prospects for the Formation and Development of Green Marketing Under Current Global Environmental Changes

The article investigates the formation of ecological marketing (green marketing) concepts in modern enterprises under conditions of global climate change, resource depletion, and environmental pollution. It analyzes changes in consumer behavior, the growing demand for “green” products, and corporate social responsibility. The article highlights the differences between ecological and traditional marketing, its constituent elements (Green 4P), and strategies for implementing it in the Uzbekistan economy, illustrated with tables and diagrams.