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Vol. 12 No. 06 (2025)
International Multidisciplinary Journal for Research & Development

Articles

TRANSPARENCY AND TRUSTWORTHINESS IN GREEN MARKETING

Published 2025-06-26

  • Bakhrom Bobojonov,Khalilova Nafisa

Bakhrom Bobojonov,Khalilova Nafisa
Tashkent State University of Economics

Abstract

This article analyzes the importance of transparency and trustworthiness in green marketing. As demand for sustainability grows, the issue of “greenwashing” reduces consumer trust in brands. The study explores the role of independent auditing, environmental certifications, and emerging technologies—particularly blockchain and artificial intelligence—in ensuring transparency in green marketing. The results show that brands’ open and clear ecological claims are crucial factors in increasing consumer trust. The article also provides recommendations for enhancing trustworthiness in green marketing.

Keywords

green marketing, transparency, trustworthiness, greenwashing, environmental certifications, independent auditing, blockchain, artificial intelligence.

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References

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