Development of Marketing Tools to Raise Funds for Green Projects. Experience of the Republic of Kazakhstan

Abstract

The large-scale implementation of climate protection projects, the latest resource-saving and environmentally friendly technologies, and ecological construction measures for the green growth of national economies requires sound financial backing. The mobilization of financial resources for investment and innovation in the environmental area is currently carried out through increased operational activity on the part of banking institutions to stimulate the implementation of green projects along the principles of environmental and socially responsible financing. The development of the green investment market entails the emergence of new innovative marketing services, green investment marketing, which raises the need to develop the respective theoretical and methodological provisions of its use. The study demonstrates that the primary goals of green investment marketing are: the popularization and promotion of green investment among potential stakeholders to attract additional funds for the implementation of measures to achieve the indicative sustainable development goals; the provision of stakeholders with reliable, complete, up-to-date, and credible marketing information on green financial market trends, the structure and dynamics of demand for green investments, and the priorities of corporate and private investors; the development of an effective set of marketing communications to ensure the targeted promotion of green investments.