GLOBAL EXPERIENCE OF GREEN MARKETING IMPLEMENTATION IN TEXTILE INDUSTRY ENTERPRISES

As a result of the widespread adoption of the concept of environmentally sustainable development in the global economy, the principles of “green economy” and “green marketing” are becoming an important strategic direction in the textile industry. In particular, the textile industry’s high consumption of water resources, emission of harmful waste into the atmosphere, and use of chemicals make it one of the sectors with high environmental risks. Therefore, textile enterprises in developed countries are widely introducing green marketing tools based on environmental standards. Such experiences serve to increase product competitiveness, expand export markets, and strengthen consumer confidence.[1]