GREEN MARKETING – A PROSPECTIVE MARKET POSITIONING CONCEPT AS A RESPONSE TO TODAY'S CHALLENGES

Abstract

The article defines the content of the concept of green marketing, outlines the relevance of the implementation of the concept of green marketing in the system of economic activity of the enterprise in modern conditions, with an orientation to obtaining benefits in the long term. The main directions of implementation of the concept of green marketing have been formed in accordance with the goals, objectives and capabilities of a separate market entity. Measures for greening the economic activity of the enterprise through the introduction of modern innovative technologies aimed at reproduction and protection of the environment are proposed. The need to ensure such a cycle of production of ecological goods is outlined, starting from the extraction of the necessary resources to the processes of disposal of the finished product, which do not lead to adverse changes in the natural environment. The possibility of not only avoiding eco-destructive impact on the environment, but also the possibility of obtaining economic and social effects is emphasized. Approaches to stimulating ecological demand through the formation of eco-consciousness of the consumer are presented, and the social and ecological effects of such activities are determined. Eco-branding, social advertising, corporate culture of the firm and other means are proposed as fundamental in influencing the consumer's eco-consciousness. Rational recreational nature use is defined as an important direction of green marketing, the implementation of which is a necessary direction of management in the conditions of ever-growing demand and unlimited needs. Enterprises of various forms and spheres of activity are offered to join the rational recreational use of nature through the installation of sewage treatment plants, the introduction of zero-waste technologies, the landscaping of adjacent territories, etc. In accordance with the proposed directions of eco-marketing, specific measures, tools and approaches are defined, the implementation of which in the framework of enterprise marketing contributes both to the optimization of the enterprise's market positioning, and to the preservation and reproduction of the environment in accordance with modern challenges and realities of business.