ELEKTRON SAVDO MAYDONCHALARIDA QAYTA ISHLANGAN MAHSULOTLARGA TALABNI SHAKLLANTIRISHNING RAQAMLI MARKETING STRATEGIYALARI

The article examined digital marketing strategies for building sustainable demand for recycled, remanufactured and upcycled products on e-commerce marketplaces. The author synthesised theories of the circular economy, green marketing and online consumer behaviour and systematised perception barriers such as quality ambiguity, hygiene-related concerns and the deficit of green trust. Drawing on official statistics, the study assessed the dynamics of e-commerce trade volume in Uzbekistan in 2019-2025, the operating indicators of a leading marketplace and the recycling potential of household waste. A matrix matching perception barriers with digital instruments, a conceptual model of demand formation and a demand potential index for a product listing were developed. The analysis showed that digital trust signals are the key factor in expanding demand for such products. Proposals were substantiated on digital verification of eco-labels, adaptation of review systems and the separation of a green category in recommendation algorithms. The proposed approach can be applied in practice by marketplace operators, sellers and recycling enterprises.

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