Data-Driven Eco Marketing and Green Policy Alignment in Grape-growing Companies

¹ Tashkent University of Architecture and Civil Engineering, Uzbekistan
² Urgench State University named after Abu Rayhon Beruni, Uzbekistan

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

Despite agro-industrial sector specificity, conceptual mapping has been preferred over other contemporary techniques such as semantic scaling, contextual clustering, and narrative pattern tracing due to domain- specific sensitivity and significant cross-methodological interpretive benefits. The present study aims to address this methodological gap by examining the structural alignment of eco marketing initiatives with green policy standards, focusing on three decision-making tiers. We performed a regression-based AHP-TOPSIS hybrid analysis to map the research on data- driven sustainability planning and investigate how the perceptual structuring of policy relevance and ecological branding, according to an established AHP framework (economic viability, policy coherence, ecological responsiveness and market integration, stakeholder engagement and operational adaptability, resource intensity, branding metrics, and compliance levels), might be shifting in the context of a digitally augmented grape production environment. We conceptualize the eco-policy interface as the collective strategic calibration of an agro-enterprise ecosystem towards the viability, credibility, traceability, and adoptability of green marketing interventions built on a sense of territorial identity, regulatory trust, behavioral norms and environmental consciousness. Our analysis of grape growing company datasets shows that eco marketing alignment is dynamically evolving in all functional segments of the policy integration process and enabling the emergence of hybrid models of sustainable innovation and policy-driven branding, such as certification-backed storytelling and carbon-labeled packaging, which may be changing consumer perceptions of green value and affecting the investment behavior and market positioning. Our findings suggest that policy integration metrics and brand sustainability signals are interconnected and influencing one another.