Green Marketing and Consumer Behavior: A Comparative Analysis between Uzbekistan and Indonesia

Abstract

This article examines how green marketing interacts with consumer behavior in two emerging economies, Uzbekistan and Indonesia. The research utilizes an IMRAD-based comparison methodology, drawing on secondary data from the World Bank, national statistical and policy documents, and recent academic publications from 2015 to 2025. The article compares the two countries based on the size of their markets, how many people use digital technology, how they develop laws about the environment, and what factors are known to affect green purchase behavior. The findings reveal that Indonesia has a more comprehensive and advanced ecosystem for green marketing, supported by a larger consumer market, stronger legislative frameworks for sustainable finance and the circular economy, and a more extensive body of empirical research on environmentally responsible consumption. Uzbekistan, on the other hand, is making quick progress in digital growth and green-economy reforms that come from the top down. But its green consumer industry is still not fully established. There are fewer eco-labels, fewer things available, and less proof to back up its claims, which makes people less likely to believe it and take part in environmentally friendly actions. Across both countries, trust, product functionality, price fairness, environmental knowledge, and the credibility of promotional claims are consistently important. But the balance between these drivers is different. Indonesian consumers are more likely to respond to messages about identity, social influence, and sustainability in digital channels. On the other hand, Uzbek consumers seem to care more about practical value, credibility, and the connection between environmental claims and socio-economic benefits. The article contends that successful green marketing in both contexts must transcend symbolic promotion to encompass verifiable product performance, transparent claims, targeted digital education, and context-specific pricing and distribution strategies. The research offers a comparative framework for marketers and policymakers, along with a proposed action matrix to enhance green consumption in emerging markets.