MECHANISMS FOR IMPLEMENTATION OF THE ECOLOGICAL MARKETING CONCEPT AT THE REGIONAL LEVEL

Abstract

Striving for sustainable development requires fundamental changes in the management paradigm, which lies in the creation of an economic mechanism for rational environmental management. Recently, among the areas of implementation of the strategy for sustainable development of regions, a special place belongs to the concept of environmental marketing. Methodology. The analysis of the features of the development of environmental marketing and the development of environmental marketing in foreign and domestic practice is based on the methods of generalization and comparison. Results. Attention is focused on the fact that the main task of environmental marketing is the desire to change the classic approach to management and show enterprises that the concept of sustainable development and marketing eco-strategies will help to change the consumption structure and balance natural processes. It has been proved that the concept of sustainable development through the prism of greening must be implemented through a targeted state policy at the macro-meso - and micro levels, namely, through the mechanisms of market activation, contributing to financial support for the formation and development of environmental entrepreneurship with the help of regulatory, tax, administrative, economic, socio-psychological mechanisms. Scientific novelty. The expediency of determining the mechanisms for implementing environmental marketing in the system of sustainable development of regions and determining the main directions of their action has been substantiated. It has been proved that the development of the concept of environmental marketing in domestic practice is possible provided that an effective environmental policy of the state is formed, the system of environmental legislation is improved, the system of environmental education and culture is developed, environmental knowledge, environmental values and ideals in society are formed, the transition to an innovative model of development of the national economy is an effective mechanism for the implementation of environmental production goals and the introduction of resource conservation processes, the formation of institutional conditions and an economic mechanism for the reproduction of environmental capital, as an economic system for maintaining environmental balance, increasing the stimulating function of environmental control, etc. Practical significance. The results of the study form a theoretical-methodological and scientific-practical basis for creating and maintaining a positive ecological image of the region; communication, coordination, management and control of significant for the region socio-ecological-economic initiatives and ideas.