CREATIVE ECONOMY: THE RELATIONSHIP BETWEEN INTELLECTUAL LABOUR, INNOVATION AND THE ENVIRONMENTAL AGENDA

• Victoria Alekseeva

  Republican Center for the Study of Public Opinion “Ijtimoiy Fikr”

  Author

  https://orcid.org/0000-0001-7930-8144

• Manzura Rakhimova

  National University of Uzbekistan named Mirzo Ulugbek

  Author

This article examines the relationship between the creative economy, intellectual labour, innovation, and the environmental agenda in the context of the transition towards sustainable development models. The relevance of the study lies in the need to identify the conditions under which intellectual and creative potential can be transformed into environmentally oriented innovative solutions that respond to societal needs. The study combines a comparative analysis of contemporary theoretical approaches with public opinion survey data. The empirical basis consists of a telephone survey conducted in Uzbekistan on 13–17 July 2026 using a random probability sample covering all regions of the country (N=615).

The findings reveal a combination of strong public support for the transition to a green economy and limited awareness of its content. They also indicate potential demand for environmentally friendly goods and services and show that environmentally responsible behaviour depends on affordability, convenience, access to information, and infrastructure. The most prominent priorities for environmental transformation include the rational use of water resources, waste recycling, and the development of renewable energy.

The authors argue that creativity and innovation do not automatically generate environmental value. Their potential is realised through the interaction of intellectual and creative labour with societal needs, economic and institutional conditions, and public readiness to adopt new solutions. Public opinion is therefore considered not only as a response to innovation but also as a source of information for its development. Further research should empirically examine the interaction between creators of environmental innovations, the institutional environment, and their potential users.

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