Problems and Solutions of Green Marketing Use in Small Business Activities in Uzbekistan

This article examines the key problems and possible solutions related to the use of green marketing in small business activities in Uzbekistan. In the context of increasing global environmental challenges, green marketing has become an important tool for achieving sustainable development and enhancing the competitiveness of small enterprises. According to the research, some of the significant barriers to the adaptation of green marketing included financing difficulties, lack of information, weaknesses of institutions, and low consumer awareness of eco-friendly products. Investments of smaller enterprises are appreciably modest and the establishment of green market infrastructure is still not yet vigorous. The impact of government support, environmental standards, innovative technologies and marketing communications in the promotion of green marketing practices is also analyzed. For this study statistical analysis, logical reasoning, and comparative analysis methods are used. The results of the research will make contribution in order to improve green marketing strategies of small businesses, stimulate environmentally friendly behaviour of firms and making a step towards establishing of the green economy in Uzbekistan. The suggested conclusions and practical recommendations can guide policymakers, researchers and entrepreneurs keen on sustainable business development.