O‘ZBEKISTON KICHIK VA O‘RTA KORXONALARI ORASIDA EKO-MARKETING TO‘SIQLARI
DOI:
https://doi.org/10.5281/zenodo.20679991Ключевые слова:
eko-marketingni joriy etish, kichik va o‘rta korxonalar (KOK), moliyaviy cheklovlar, ekologik xabardorlik, texnologik tayyorgarlik, Xekman tanlov modeli, barqaror biznes faoliyati, O‘zbekiston iqtisodiyotiАннотация
Atrof-muhit muammolari bo‘yicha xabardorlikning yetarli darajada shakllanmaganligi,
shuningdek, moliyaviy va me’yoriy-huquqiy to‘siqlarning mavjudligi kichik va o‘rta korxonalar (KOK)da ekomarketing
amaliyotlarini joriy etishga bo‘lgan qiziqish hamda motivatsiyani pasaytirishi mumkin. Natijada,
bu holat korxonalarning barqaror biznes faoliyatini rivojlantirishiga salbiy ta’sir ko‘rsatadi. Rivojlanayotgan
iqtisodiyotlarda eko-marketing amaliyotlarining kengayib borishi kichik biznes subyektlari uchun zarur bo‘lgan
“yashil” salohiyatlarni shakllantirishda muayyan qiyinchiliklarni yuzaga keltirmoqda. Mazkur tadqiqotning
maqsadi moliyaviy resurslarga cheklangan kirish, institutsional qo‘llab-quvvatlash darajasining turlicha ekanligi
hamda bozor noaniqligi kabi omillar qaysi sharoitlarda va qanday tarzda eko-marketingni joriy etishdagi
cheklovlarga olib kelishini aniqlashdan iborat. Tadqiqot vazifasi ekologik xabardorlik, moliyaviy cheklovlar,
tartibga soluvchi bosim va texnologik tayyorgarlikning KOKlarda eko-marketingni joriy etishga ta’sirini,
shuningdek, ushbu omillarning o‘zaro o‘zaro ta’sir samaralarini aniqlash hamda turli bozor sharoitlarida ekomarketingning
biznes samaradorligiga ta’sirini baholashdan iborat. Tadqiqotda turli sanoat tarmoqlari va hududiy
klasterlardan olingan miqdoriy so‘rov ma’lumotlaridan foydalanildi. Korxona hajmi, yoshi va mulkchilik shakli
bilan farqlanuvchi 320 nafar respondent tasodifiy tanlov asosida jalb qilinib, onlayn so‘rovnomada ishtirok etdi.
Tadqiqot natijalari eko-marketing strategiyalarining faqat yirik korxonalar uchun samarali ekanligi haqidagi nol
gipotezani rad etish uchun yetarli dalillar mavjud emasligini ko‘rsatdi. Shuningdek, tartibga soluvchi bosim
bilan eko-marketingni joriy etish o‘rtasida statistik jihatdan ahamiyatli bevosita bog‘liqlik aniqlanmadi. Bu
esa me’yoriy talablar va siyosiy-huquqiy muhitning ta’siri korxonalarning ichki imkoniyatlari bilan birgalikda
namoyon bo‘lishini ko‘rsatadi. Tadqiqot natijalari kichik korxonalarning ichki imkoniyatlari va tashqi cheklovlari
o‘rtasidagi o‘zaro bog‘liqlikni yoritib berishi bilan ahamiyatlidir. Mazkur xulosalar real biznes sharoitlarida ekomarketing
amaliyotlarini takomillashtirish va KOKlarda barqaror rivojlanish maqsadlariga erishishga xizmat
qiladi. O‘zbekiston iqtisodiyoti sharoitida tadqiqot natijalari eko-marketing amaliyotlari mahalliy korxonalarda
barqaror biznes xulq-atvorini shakllantirishga qanday hissa qo‘shishini, shu bilan birga moliyaviy va institutsional
to‘siqlarning ta’sirini ochib beradi.
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