EKO-BRENDING VA EKO-ETIKETKALASH HUNARMANDCHILIK SEKTORIDA: NAZARIYA, AMALIYOT VA RIVOJLANISH ISTIQBOLLARI
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Аннотация:
Ushbu maqolada eko-brending va eko-etiketkalash tushunchalari hunarmandchilik sektori kontekstida tahlil qilingan. Tadqiqotda ekologik brendlash strategiyalarining nazariy asoslari, eko-etiketkalash tizimining turlari va xalqaro standartlar o‘rganilgan. Maqolada milliy hunarmandchilik brendlarini eko-brending strategiyalari bilan integratsiyalash orqali raqobatbardoshlikni oshirish imkoniyatlari ko‘rsatilgan. An’anaviy hunarmandchilik mahsulotlarining ekologik afzalliklari - tabiiy materiallar, qo‘lda ishlab chiqarish, kam uglerod izi va madaniy autentiklik - zamonaviy “yashil iste’molchilar” segmenti uchun katta qiymatga ega ekanligi asoslab berilgan. O‘zbekiston hunarmandchilik sektorida eko-sertifikatlashtirish joriy etish bo‘yicha amaliy tavsiyalar va xalqaro bozorlarga kirish strategiyalari taqdim etilgan. Tadqiqot natijalari shuni ko‘rsatadiki, hunarmandchilik brendlarini eko-etiketkalash bilan birlashtirganda synergetic effekt hosil bo‘lib, madaniy identifikatsiya va ekologik mas’uliyat premium segment bozorlarida yuqori qiymat yaratadi.
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