Formation of environmental marketing strategies for the development of enterprises on the market of goods and services

Abstract

The formation of ecological marketing strategies for the development of enterprises in the market of goods and services is an urgent task considering growing social and environmental burdens. A modern enterprise must consider not only the positive financial result of its activities but also its responsibility to nature and society. Therefore, the study is devoted to the analysis, justification, and implementation of ecological marketing strategies as a tool for ensuring the sustainable development of enterprises in the modern market. The context of environmental challenges and opportunities in business has been studied. Consumer expectations regarding environmental responsibility and sustainability of enterprises are growing, which requires companies to pay attention to the implementation of environmental aspects in their strategy. The fundamental principles of the formation of ecological marketing strategies have been identified. These include the implementation of sustainable resource efficiency, reducing the impact on the environment, as well as actively informing consumers about the sustainable nature of products and services. The methods and tools that help enterprises implement their environmental strategies are defined. Among them are environmental audits, product certification, development of new ecological products, use of green technologies, etc. The advantages and challenges of the formation of ecological marketing strategies are analyzed on the example of enterprises that have already successfully implemented such approaches. It was found that environmental strategies contribute to increasing consumer loyalty, increasing competitiveness, and creating the image of a socially responsible brand. However, there are challenges on the road to success, such as the high costs of green technology and staff training, which require management solutions. It is essential to ensure the adaptation of the strategy to a specific industry and consumer audience, to interact with environmental organizations and state institutions actively, as well as to regularly monitor and evaluate the results of the implementation of environmental strategies. In general, the formation of ecological marketing strategies for the development of enterprises in the market of goods and services plays a crucial role in ensuring sustainable development and preservation of the environment. The study reveals a comprehensive approach to this problem and provides recommendations for effectively implementing environmental marketing strategies in practice. Keywords: ecological strategy, ecological marketing, the market of ecological goods and services, sustainable development