ECOLOGICAL MARKETING IN THE PARADIGM OF SUSTAINABLE DEVELOPMENT: THEORETICAL AND METHODOLOGICAL ASPECT

Abstract

Theoretical and methodological approaches to the development of the field of marketing in the information society based on the principles of sustainable development are considered, which is due to the task of creating and maintaining, with the help of marketing, competitive advantages compatible with the tasks of the concept of sustainable development, adapting the marketing orientation of organizations to the needs of sustainable development in order to harmonize interaction «nature-society». It is shown that in the field of marketing, the focus on the concept of sustainable development actualized the formation of the ideology of sustainable marketing and sustainable consumption, a sustainable marketing organization and contributed to the formation of ecological marketing, which focuses on the demonstration of positive social and environmental behavior by companies to ethical consumers, responsibility for environmental safety, life and health consumers. In accordance with Ukraine’s course of integration into the European Union, the economic policy of the state is faced with the task of building the economy based on the principles of sustainable development. The issue of the need to combine the efforts of the state and civil society to implement the concept of sustainable development has been updated. It is indicated that in order to overcome the dominance of resource- and energy-intensive industries and technologies, the raw material orientation of exports that dominates in Ukraine, state policy should consider the achievements of the Fourth Technological Revolution and support science-oriented industries. The role of the achievements of the Fourth Technological Revolution, to solve the problems of sustainable development thanks to technologies of alternative energy production, «smart» technologies for the house, and cloud technologies, which become the basis for calculating the economical distribution of resources and optimal satisfaction of consumer needs, is considered. It is shown that with the efforts of civil society, with a formed environmental consciousness, it is possible to overcome the ideology of consumer society, which led to the global environmental crisis and prevent business from neglecting the requirements for environmental protection, saving capital investments in the ecological sphere.