ІННОВАЦІЙНІСТЬ УПРАВЛІНСЬКИХ ЗАХОДІВ ТА МАРКЕТИНГОВОГО ІНСТРУМЕНТАРІЮ ЗЕЛЕНОЇ ЕКОНОМІКИ В ДІДЖИТАЛІЗОВАНОМУ СУСПІЛЬСТВІ ЗНАНЬ

Abstract

Risks and challenges associated with the development of Industry 4.0 lead to the transition to the principles of a green economy (circular economy), while the rapid digitalization of society, growing demand for valuable natural resources, especially – for different types of energy, and the threat of global climate changes necessitate the implementation of eco-consciousness and effective green marketing tools in business management. The purpose of the study is to analyze the green economy, marketing, and eco-management measures & tools in terms of their innovativeness and in the context of the rapid development of the modern digitalized society – the knowledge society. The practical significance of the paper lies in the fact that trends in global CO2 concentrations and average global temperatures were predicted with the ISAM model (ISAM Integrated Impacts of Climate Change) for the period up to 2100. According to the modeling results, it was found that without significant human efforts to mitigate the effects of climate change, global temperatures will rise above the critical value by almost 3.5°C, while the introduction of green technologies and the latest marketing eco-strategies, as well as limiting the carbon footprint can improve the situation and help to achieve the goals of climate neutrality (under this scenario, the global temperature will increase by only 0.75°C). In the study it has been determined that innovative marketing eco-tools play an important role in ensuring business profitability and shaping its positive smart image. One of the main reasons for the need to introduce environmental innovations in the field of management and marketing at enterprises is that production activities and inefficient use of natural resources pose significant pressure on the environment. This leads not only to environmental degradation but also to increased resource costs, the need to pay high environmental fines for the damage, etc. If such problems accumulate, businesses become inefficient and unable to generate stable profits, so they cannot be competitive and successful in today's digitalized knowledge society.