Modern Trends and Perspectives of Developing Green Branding in Food Industry Enterprises

This article is dedicated to the analysis of modern trends and perspectives of green branding development in food industry enterprises. In a context of intensifying global environmental problems, consumer demand for sustainable products is increasing. The article examines the importance of green marketing strategies in raising consumer ecological awareness, the effectiveness of eco-friendly product design, certification, green advertising, and social campaigns. Furthermore, it studies internal and external factors influencing consumer behavior and the role of marketing strategies in shaping their purchasing decisions. The research results show that green branding not only helps enterprises fulfill their social responsibility but also plays a significant role in increasing their competitiveness. The thesis provides practical recommendations for the introduction and development of green branding within the food industry of Uzbekistan.