RAQAMLI HIKOYALASH ORQALI YASHIL QURILISH MATERIALLARI UCHUN EKO-MARKETING QAROR TUZILMALARI
DOI:
https://doi.org/10.5281/zenodo.18557387Keywords:
eko-marketing, raqamli hikoyalash, yashil qurilish materiallari, narrativ ishonchlilik, qabul qilingan ekologik qiymat, xarid niyati, Heckman tanlov modeliAbstract
Barqaror qurilish bozorlari va raqamlashtirilgan iste’molchi segmentlarida tobora ortib borayotgan
ahamiyatiga qaramay, raqamli vositalar orqali hikoya qilish muhitida ushbu eko-marketing qaror tuzilmalarining qanday
o‘zgarishini hali yetarlicha o‘rganmaganmiz. Avvalgi eko-marketing tadqiqotlari asosan yashil xususiyatlarning qurilish
materiallarini xarid qilishdagi ta’sirini tahlil qilgan bo‘lsa, raqamli hikoyalash iste’molchilarni jalb qilish va baholash
qarorlarini yaxshilashda hali to‘liq foydalanilmagan vosita bo‘lishi mumkin. Tadqiqotning maqsadi turli turdagi yashil
qurilish materiallarini qabul qilish bo‘yicha qaror tuzilmalarini, ularning qabul qilinishi, foydalanilishi, muloqoti va bozor
reaksiyasini aniqlashdan iborat. Ushbu tadqiqotda tahlil iste’molchi darajasida raqamli hikoyalash mazmunining ta’sirini,
shuningdek, kuzatiladigan va yashirin qaror omillari majmuasini o‘rganadi. Empirik baholash potensial va amaldagi
foydalanuvchilarning so‘rovnomalarga bergan javoblarini tahlil qilish orqali amalga oshirildi, so‘ngra parametrlar xolis
baholanishini ta’minlash uchun regressiya tahlili va Heckman tanlov tuzatmasi qo‘llanildi. Taklif etilgan eko-marketing
qaror modeli doirasida empirik tahlil uchun foydalanilgan ma’lumotlar manbalari va o‘zgaruvchilarga umumiy sharh
berilgan. Baholangan modellar ichida statistik ahamiyatga ega asosiy o‘zgaruvchi — qabul qilingan ekologik qiymat
(β = 0.312; p = 0.001) bo‘lib, yashil materiallarni qabul qilish yagona narrativ va vizual tarzda taqdim etilgan marketing
xabari orqali osonlashtirilishi va mustahkamlanishini ko‘rsatadi. Hikoyalash ta’siri va xarid niyati o‘rtasidagi murakkab va
chiziqli bo‘lmagan munosabatlarga oid ayrim dalillar taqdim etilgan, shuningdek, ilgari qabul qilingan qarorlarda yashil
qarashlarning saqlanishi aniqlangan (ρ = 0.41; λ = 0.027). Kelajakdagi tadqiqotlar turli yashil mahsulot kategoriyalari
uchun raqamli hikoyalash mexanizmlarining barqarorligini tekshiradigan eksperimental dizaynlarni o‘z ichiga olishi lozim.
Ushbu natijalarni hisobga olgan holda, biz eko-marketing kommunikatsiyasining bu shakli yashil qurilish materiallari uchun
bozor ishonchini shakllantirish talab qilinadigan segmentlarda narrativ ishonchlilikni ta’minlaydi degan xulosaga kelamiz.
References
1. Alamsyah, D. P., Yuniawan, D., & Putri, H. (2021). The interplay of strategic and internal green marketing orientation
on competitive advantage. Journal of Business Research, 132, 597-609.
2. Testa, F., Iraldo, F., Vaccari, A., & Ferrari, E. (2015). Why eco-labels can be effective marketing tools: Evidence from a
study on Italian consumers. Journal of Cleaner Production, 94, 108-117.
3. Younis, A., & Etxeberria, I. (2022). Cross-laminated timber for building construction: A life-cycle assessment
perspective. Journal of Building Engineering, 54, 104595.
4. Blau, A., et al. (2022). Talking green business: A qualitative study on the use of digital storytelling in sustainability
communication. SSOAR Repository. https://www.ssoar.info/ssoar/bitstream/handle/document/81819/ssoar-2022-
blau_et_al-Talking_green_business.pdf
5. Liu, Y., et al. (2025). Sustainable brand storytelling: The role of ethical consumerism in purchase intentions. ACR
1534/
6. Maradiaga-Lopez, F., et al. (2023). Marketing factors in fair-trade: Branding and ethics in responsible
consumerism. Sustainability.
7. Darko, A., Chan, A. P. C., Huo, X., & Owusu-Manu, D.-G. (2021). A comprehensive review on green buildings
research. Environmental Science and Pollution Research, 28(12), 14488-14518. https://pmc.ncbi.nlm.nih.gov/articles/
PMC7886307/
8. Lee, J., & Kim, S. (2023). Research trends of sustainability and marketing research: Topic modeling insights. Sustainability,
15(5), 4567. https://pmc.ncbi.nlm.nih.gov/articles/PMC10025026/
9. Zhang, J. Z., et al. (2020). Marketing ecosystem: An outside-in view for sustainable marketing. Journal of the Academy
of Marketing Science, 48(4), 657-676. https://pmc.ncbi.nlm.nih.gov/articles/PMC7190507/
10. Royne, M. B., et al. (2018). “Green marketing”: An analysis of definitions, strategy steps, and environmental
aspects. Journal of Cleaner Production, 187, 182-194. https://www.sciencedirect.com/science/article/abs/pii/
S0959652617316372
11. Priporas, C. V., et al. (2021). On the factors influencing green purchase intention: A meta-analysis approach. Frontiers
in Psychology, 12, 644020.
12. Shehawy, Y. M. (2025). Eco-marketing approaches for promoting green building materials. Yashil Iqtisodiyot Taraqqiyot,
2(1), 45-58. https://www.yashil-iqtisodiyot-taraqqiyot.uz/journal/index.php/GED/article/view/3047
13. Dupont, L., et al. (2025). Digital integration in eco-construction 2.0: Advancing sustainability through
storytelling. Sustainable Production and Consumption, 45, 112-125. https://www.sciencedirect.com/science/article/pii/
S2666188825008718
14. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson. (Adapted for eco-decision frameworks
in green materials).
15. Ottman, J. A. (2017). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding.
Routledge
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 GREEN ECONOMY AND DEVELOPMENT
This work is licensed under a Creative Commons Attribution 4.0 International License.