Green marketing as a tool for promoting wind energy technologies

Abstract

Currently, one of the urgent problems is environmental sustainability, the absence of which can lead to a deterioration in the living conditions of future generations of people. To ensure environmental sustainability, it is necessary not only to improve production technologies, but also the use of green (environmental) marketing. The purpose of this marketing is to focus the market on products produced using environmentally friendly technologies. One of the promising green technologies is wind energy, which does not pollute the air, does not affect the climate and is mobile. The article considers the need for active use of marketing of green technologies in the field of wind energy and analyzes the development of alternative technological solutions in this area. The object of the study is wind energy as an energy industry that provides resistant ecosystem homeostasis and environmental sustainability; the subject of the study is green marketing within the framework of the concept of sustainable development. The advantages of using green marketing by wind energy enterprises are the focus on developing the brand image and reputation of the manufacturer; the implementation of corporate social responsibility in the field of energy conservation; increasing competitive advantages in the market; increasing the profitability of production and operation. The classification of wind power plants (wind turbines) according to the orientation of the wind-receiving rotor is given. The operation of horizontal axis and vertical axis wind power plants is compared. Alternative technical solutions in wind turbine constructions using modern knowledge in the field of composite materials and mathematical modeling methods are presented. It is shown that increasing energy efficiency is a key factor in ensuring the profitability of the use of wind turbines. The main trends in the development of wind power plants, both highpower wind farms and small local wind turbines have been identified. Marketing management, which can be implemented through the cooperation of technology startups and the state on the principles of mutually beneficial partnerships, is the instrument for successful product launch into the green energy market in modern conditions.