The Use of the Green Marketing Concept in Milk Processing Enterprises

This article provides a comprehensive analysis of the theoretical and practical aspects of implementing the green marketing concept in milk processing enterprises. In the context of increasing environmental challenges and growing consumer awareness, green marketing has become a strategic tool for ensuring sustainability in the dairy industry. The study explores the relationship between green marketing and sustainable development goals and examines international and local practices of dairy processing companies. The methodology is based on systematic analysis, comparative analysis, content analysis of scientific literature, and secondary data analysis. The findings indicate that green product design, eco-friendly packaging, energy-efficient technologies, and environmental communication significantly enhance the competitiveness of milk processing enterprises. The core elements of the green marketing concept are summarized in a structured table. The article concludes with practical recommendations for implementing green marketing strategies in milk processing enterprises in Uzbekistan.